The basis for this purist design is the familiar transparent bags for transportation of goldfish. The anti-bottle is printed on one side with a goldfish on the other side with two other goldfish. The bottle is almost completely transparent in order to visualize a lifelike impression of a goldfish transport bag.
Depth is brought into the presentation by the visible goldfish-printing on the other side of the viewer, who basically sees fish through/in the water.

Vapur clarifies the purity and cleanliness of tap water, that provides the "gold fish" a habitat.