Why the Can?

 

Golden Trash.
75% of all aluminium produced is still in use today.
The UK recycles over 72% of all cans. 
It takes 95% less energy to make a can from recycled materials.

Not all materials are the same. Not all recycled materials hold the same value.
Plastics have a 2x recycling life before they're no longer recyclable.
The can is the only package that more than covers its recycling costs, helping finance the collection and recycling of other materials such as plastic and glass.
The infrastructure is in place in the UK to recycle every can.
Metals are a real circular resource - that means it is infinitely recyclable.

The can is a great design.
It's super light so better for shipping emissions.
Generic, familiar and with lots of designed services already built in (think of the vending machine!)