The Brief

Convince specialty coffee drinkers that relying on disposable paper cups isn't just an environmental issue, it is actively ruining their coffee experience. Instead, a KeepCup preserves the exact integrity of their brew while saving them from the daily disasters of cheap takeaway packaging.

The Idea

Instead of preaching about sustainability, we tapped into their selfish desire for a hassle-free morning. We used expressive typography to depict the common everyday frustrations of cheap paper cups, from soggy cardboard to sticky leaks, positioning KeepCup as the ultimate saver of a peaceful, trouble-free and smooth daily commute.

Tone of voice

Sharp, blunt, sarcastic and self-serving.