I like the thinking behind the the bottle designed for Antipodes water.
“It didn’t have to stand out on a supermarket shelf, because it would never be on one. We didn’t want it to stand out on a restaurant table either – even though it would most certainly be on one. We wanted it to compliment a table setting rather than dominate it. We believe the heroes of the table should be the wine and food, not the water bottle. So we kept the bottle short and fat and we kept it clean and simple. We wanted it to look as pure on the outside as it in fact was on the inside.”
A nice example of understated, elegant design, fit for purpose.