KeepCup
KeepCup has a strong and sincere mission, with sustainability at the heart of everything they do. Re-usable coffee cup brands have surged since they launched their first-to-market barista standard cup. Over a decade on, it’s now an extremely competitive space. Globally recognised in its fight against single use coffee cups, we were excited to have the opportunity to help shift behaviours to re-usable cups by re-designing the retail packaging for the brand.
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KeepCup
Don’t waste today
KeepCup has a strong and sincere mission, with sustainability at the heart of everything they do. Re-usable coffee cup brands have surged since they launched their first-to-market barista standard cup. Over a decade on, it’s now an extremely competitive space. Globally recognised in its fight against single use coffee cups, we were excited to have the opportunity to help shift behaviours to re-usable cups by re-designing the retail packaging for the brand.
Unifying uniqueness
We knew it was essential for us to build on the brand’s iconic identity designed by SouthSouthWest and acknowledge its commitment to addressing our climate emergency. For the product range to grow, we needed to define a strong range architecture and update the visual system to unify the range but also allow individual products to be clearly recognised.
Product as hero
Retaining the brand’s simple, honest and playful approach to a serious issue, we used KeepCup’s iconic brand asset – its name – to hero the product and break through the noise. The packaging architecture makes a strong wrap around design possible – it clearly conveys our key messaging and heroes the revised brand call to action.
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“We engaged Frost* for their robust approach to design, packaging and the sustainability ethos that’s at the heart of our business. The new packaging delivers on the brief by boldly reclaiming our brand name from the category and distilling ten years into a punchy brand story that covers our love of design and enjoyment of great drinks, with a call to action for an inclusive and responsible approach to the climate emergency. Don’t waste today.”
Abigail Forsyth OAM, Co Founder & Managing Director, KeepCup
