Don't Waste Today
Frost* was thrilled to partner with KeepCup to re-design its retail packaging. The brand, which recently celebrated its 10th year, has become globally recognised in its charge against single use coffee cup waste – an ambition we wanted to be part of to help shift behaviours to re-usable product lifestyles.
Re-usable coffee cup brands have surged off the back of KeepCup’s first-to-market barista standard cup resulting in an extremely competitive space on shelf and online. KeepCup has a strong and sincere mission, with sustainability at the heart of everything it undertakes and produces. In this ever-crowded market, it was essential for Frost* to build on the brand’s iconic design and acknowledge its commitment to addressing our climate emergency. In addition, to enable the brand’s product range to grow, we needed to define a strong range architecture and visual system that unified the range, while allowing the individual products to be clearly recognised.
Retaining the brand’s simple, honest and yet playful approach to a serious issue, we used KeepCup’s iconic brand asset – its name – to hero the product and break through the noise of competition. There’s a lot more to overcoming waste and empowering people on more ethical choices is key. The packaging architecture allowed for a strong wrap around design to clearly convey our key messaging and hero the revised brand call to action:
“This is the cup that started the reuse revolution. Made to be loved and looked after. Use it and join the movement. Reuse it and change the world. Don’t waste today."
To ensure ease of navigation and assure the Brew range is well protected (to minimise product breakage and waste), we created bespoke product line illustrations to clearly display the product features on the back of pack, re-enforcing the product features feasible through the packaging cut away.
As a business, KeepCup is committed to helping people make ethical purchase choices and works across its industry to help ‘close the loop’ on design to ensure products are used repeatedly. We are confident that the packaging renovation will allow the brand to expand its range and continue to successfully enter new markets.
“We engaged Frost* for its 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.”