Preparing for Kickstarter
Kickstarter's early adopters come for breakthrough technology. Luvia was a glass water pitcher — on its face, the opposite.
The objective: make something with nothing to demo feel worth waiting for.
Luvia
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My Role
Senior Copywriter
at
Client
Wrote the lead generation page and the Kickstarter campaign that framed a glass water pitcher as an heirloom.
Deliverables
Key Results
$71,753
In Pre-Orders
702
Customers
23%
Email sign-up rateSign-up rate
Writing a pitcher like an heirloom
I wrote Luvia as an investment in the kitchen it lives in.
Where the sentences stretch
Most campaign copy rewards compression — a short line, one claim, a next step. Luvia bought room for a more poetic register, and I used it.
From the page“Water is the basis of life. Let Luvia greet you every morning with a rejuvenating glass of fresh water — without the slightest hint of plastic.”
“We created Luvia because we believe in a future where consciousness is valued over convenience.”
The Kickstarter story's opening“Luvia is more than just a water filtration pitcher. It's a celebration of the natural world.”
The opening's second paragraph“With its timeless, heirloom-quality design, Luvia is built to last for generations.”
The manifesto's close“Make Luvia the last water filtration pitcher you ever buy.”
The lifestyle section's first line“Crafted by a glass artist, Luvia makes a statement against wastefulness, and represents a step in the direction of responsible consumption.”
The lifestyle section, one line after its opening ask“Wow your guests with subtle, Earth-inspired beauty.”
Under ‘Designed to Impress’“Luvia makes a statement, but never clashes.”
Under ‘Elevate Your Space’“Whether it's because of a more beautified space, the promotion of healthier habits, or a more clarified conscience, early testers are proud to own Luvia.”
The testimonials intro“Luvia uses scientific borosilicate glass, which meets pharmaceutical standards and can be deep cleaned when needed to ensure a safe and beautiful drinking experience for decades to come.”
The sustainability case“We demand more from the products we use everyday, and we feel that you deserve the same.”
The manifesto, right after its opening line
Luvia — Hydration Elevated
$71,753
pledged of $20,000 goal
702
backers
We created Luvia because we believe in a future where consciousness is valued over convenience. We demand more from the products we use everyday, and we feel that you deserve the same.
Luvia is more than just a water filtration pitcher. It’s a celebration of the natural world — an example of how elegance and sustainability can coexist in perfect harmony.
With its timeless, heirloom-quality design, Luvia is built to last for generations.
Luvia combines sustainable materials and craftsmanship to create a water filtration pitcher that is both more beautiful and environmentally friendly.
Our catalytic carbon foam filter is a game-changer in countertop water filtration technology.
Its proprietary substrate provides significantly more surface area for water to come into contact with, making it more effective in removing unwanted contaminants compared to the granules common in many pitchers on the market today. Additionally, it's biodegradable, so you won't have to worry about contributing to the micro-plastic problem. Although the biodegradation period is longer than what is considered compostable, it's still landfill-friendly and eco-friendly.
Our filter meets NSF 42, NSF 53, NSF 401 and NSF 473 standards and has been independently tested to remove a wide range of harmful substances such as chlorine, chloramine, PFOA/PFAS, pharmaceuticals, herbicides/pesticides, trace heavy metals, and more.
We are committed to providing transparent and comprehensive information about our filter's performance - for those interested in the specifics, here's a technical data sheet from a third party testing facility that details Luvia's quantitative metrics.
Compared to other brands, our filter uses significantly less carbon by weight, making it more sustainable and eco-friendly. For comparison:
- The production process used to make granular carbon filters used by brands like Brita and PUR require 9-11x more carbon and produce a waste stream of non-biodegradable plastic waste. Also, these filters usually require a plastic housing.
- Carbon block filters used by brands like Aquasana and Home Master use 5x more carbon in their production process, and they require plastic end caps or a plastic housing.
After the campaign ends, replacement filters will be available on our website. They will start at $9.99 each and will be available in bulk packs at a discounted rate. We're also working on a subscription plan for your convenience.
Our pitcher is formed from chemically strengthened 3mm borosilicate glass. Borosilicate is an extremely tough, scratch resistant material.
This ensures that with proper care, Luvia will be an heirloom item passed down through generations. The glass body is proudly produced in Germany and assembled by master craftsmen in Hungary.
Our lid is produced from renewable, high-quality bamboo. Durable and water-resistant, this material provides a long-lasting guard against unwanted contaminants.
Water is the basis of life. Let Luvia greet you every morning with a rejuvenating glass of fresh water — without the slightest hint of plastic.
Make Luvia the last water filtration pitcher you ever buy. Crafted by a glass artist, Luvia makes a statement against wastefulness, and represents a step in the direction of responsible consumption.
Luvia’s striking design will make it look right at home in any space. Wow your guests with subtle, Earth-inspired beauty.
Luvia makes a statement, but never clashes. Compliment any space with this refreshingly minimal yet eye-catching functional display piece.
Whether it’s because of a more beautified space, the promotion of healthier habits, or a more clarified conscience, early testers are proud to own Luvia.
We knew we wanted Luvia to provide a timeless aesthetic and lasting value, with a design philosophy that prioritizes minimalism and simplicity.
However, getting to the final product was anything but simple! Luvia took 7 years of research, design, and painstaking experimentation.
And it was all worth it in the end.
The Luvia team consists of three friends united by shared values of health, sustainability, and an appreciation for aesthetics. Each of them brings unique strengths and years of experience in their respective fields to the table. Together, they are on a mission to evolve the water filtration pitcher to meet the demands of today.
We are proud to have partnered with our glass supplier in Germany, a family-owned business with over 40 years of experience in the industry. We have the utmost confidence in their capability to consistently provide us with the highest quality materials. However, since they are based in Germany, one challenge that we could potentially face is the uncertainty that the war in Ukraine poses to the EU. If the war in Ukraine escalates, this could increase pressure on energy pricing in the region, which could affect our current production timeline. With this in mind, we have worked hard to secure a reputable backup supplier in Asia that is ready to jump in at a moment's notice if necessary.
Our filter has been developed and refined by a leading water filtration expert based in the USA. They are the trusted filter supplier for some of our biggest competitors, and have an excellent track record spanning over 30 years in the industry. In the very unlikely event that they are unable to deliver, we have formulated a backup plan if necessary, we will take our product to another supplier and work with them to ensure the same level of quality control.
We are passionate about our mission, and we take your pledge and interest in Luvia very seriously. We believe that open and frequent communication is essential to establish trust with our valued backers. We are committed to keeping you informed about our progress and are always available to answer any inquiries you may have. We uphold transparency as one of our core values, and we pledge to be forthright with you about any potential risks or obstacles that may arise during the campaign.
The manifesto
Kickstarter backers fund what they believe in, so I opened the story on a worldview instead of a product.
The Food Stars feature
I put Kickstarter's Food Star Pick banner near the top, where skepticism is highest.
The three pillars
I built the story on three pillars. The first, clean design, promises a pitcher that looks and feels beautiful.
The middle pillar turns clean water into a materials point, no leaching, and leaves the comparison section to prove it.
The third pillar, plastic-free, returns later as a whole run: the brand comparison, the bottle count, and the heirloom icons.
The filter pitch
I gave the least photogenic component the page's boldest headline. Framed as an advance over granule-based filters, the catalytic carbon foam becomes the reason to switch pitchers.
A Demonstration That Moves
The clip shows the filter dropping into place, just below the section that calls the setup beautifully simple.
Glass, in Millimeters
Naming the material is what makes plastic-free a spec instead of a slogan.
The sustainability run
I conceptualized the visuals for this run so the images make the case alongside the copy.
Named Rivals
Far more people search for a brand name they already know than for a glass water pitcher.
The Count, Drawn
The replacement count is drawn as well as written, so the sentence under the grid only confirms what the reader has already seen.
Sold as an Heirloom
The run ends where a plastic pitcher can't follow: an heirloom claim. Half the six icons are about lasting.
Confidence in the headline
Crowdfunding audiences fear vaporware, so the headline claims competence outright and the section backs it with time served: seven years of research, design, and experimentation.
The makers
Backers fund people. Real faces and a glass-artist founder turn the brand into a team buyers want to root for.
Honesty as a closing argument
Most campaigns treat Kickstarter’s required risks section as a liability. I wrote it as one more trust-builder: what could go wrong and how we’d handle it.
Paid Social
I wrote this ad’s caption. Counts as of September 26, 2026.
Luvia
Luvia’s heirloom design is meant to last a lifetime - welcome to the last water filter pitcher you'll ever buy. Sign up now to access our launch-day deal. 🔹 Heirloom Quality 🔸 Made of Borosilicate Glass 🔹 Sustainable, Plastic-Free 🔸 Carbon & Silver Nitrate Foam Filter
LUVIAWATER.COM
Smart Hydration Starts Here
Pre-orders open soon
