KeepCup branding by SouthSouthwest & KeepCup

July 16th, 2013 by retail design blog

Every minute, 1 million disposable cups are relegated to landfill. KeepCup is the first barista standard reuseable cup for coffee on the go. Motivated by the amount of disposable cups thrown away in their cafes everyday, brother and sister, Abigail Forsyth and Jamie Forsyth created the KeepCup to create a more sustainable environment. Made in Australia with love, it is estimated that KeepCup users have diverted 3.5 billion disposable cups from landfill – staggering numbers that grow daily.

Since launching in 2009, KeepCup now has offices in Australia, UK and recently opened a US location in Arts District of Los Angeles. The current design of the KeepCup retail packaging reflects the environmentally motivated decisions that underpin the business, from product design and manufacturing through to freight.

The current packaging is made of 100% recycled card and printed with vegetable based inks. The look allows the strong colour combinations of the KeepCup range to be the focus. Our policy with packaging is to source and print local to our hubs in Melbourne, London and Los Angeles. We wanted to translate the feature benefits of the KeepCup visually and be able to showcase KeepCup colour, which is a strong focus of our ‘Feel good. Do good.’ ethos.

It needed to be something that could sit on the shelves of a local café through to a high end design stores. The box also facilitates consumer interaction, whilst protecting the lid and plug in a retail environment. The cutouts and silhouettes allow give multiple point of sale perspectives when stacked. The ability for the KeepCup box to be stacked was also important. At tradeshows this has become an iconic installation with the ‘KeepCup colour wall’ of stacked boxes.

Designed by KeepCup (in-house design team), in collaboration with SouthSouthwest
Brand Identity and Art Direction: SouthSouthwest
Retail and Gift Boxes: KeepCup
KeepCup Carry Boxes: SouthSouthwest





















http://www.thedieline.com/blog/2013/7/10/keepcup.html

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