Plastic waste are most affected for the highest proportion of marine life’s, severely impacting marine life and the ocean environment — so the phrase “The ocean is dying” has emerged from this situation.

Ichitan recognizes this harsh global crisis and committed to use 100% recyclable plastic. As the sustainable loop was created from the circumstance and directly impact to create the unstoppable circulation of recycle bottles.

Trying to embed the concept of sustainable knowledge to the younger generation, Ichitan collaborated with an eco-conscious illustrator to design artwork for its rPET bottle under the concept “Relife – A Second Life.” The design breathes new life into used plastic and symbolizes the ocean’s potential to be revived through sustainable practices.

For this campaign, Ichitan collaborated with Thai artist “Mackcha” to introduce “Chalotte,” a character representing the voice of the sea, accompanied by her companion “Whale Whale.” The whale symbolizes knowledge, communication, protection, transformation, and rebirth. Together, they invite the new generation to become more environmentally conscious and take action to protect our planet.
Ichitan present Innovation Thinking

Human-Centered Innovation
Ichitan understands that today’s consumers needs not only seek high-quality products but also want to be part of building a more sustainable world. That’s why we developed rPET packaging that empowers consumers to take an active role in the recycling loop.

Sustainable Design Thinking
Every step in the design of our rPET bottles follows the principles of the Circular Economy, aiming to reduce the need for new resource consumption and to promote continuous reuse.

Behavior-Driven Innovation
Consumer behavior plays a vital role in shaping our campaign—from selecting the right artist to understanding how people dispose of bottles, separate waste, and perceive rPET. These insights are used to craft an engaging experience that encourages eco-conscious purchasing decisions.

Visual Innovation for Impact
We use meaningful and clearly communicated design that not only captures attention but also tells a story—inspiring environmental awareness through the lens of the new generation.