Frost gives KeepCup packaging a refresh.

27 January 2020

Sydney based strategic design agency, Frost*, partnered 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 Frost* wanted to be part of to help shift behaviours to re-usable product lifestyles.

To enable the brand’s product range to grow, Frost* set-out 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 simplistic, honest and yet playful approach to a serious issue, the agency used KeepCup’s iconic brand asset – its name – to hero the product and break through the noise of competition. The packaging architecture allowed for a strong wrap around design to clearly convey the brands key messaging and hero the revised 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), Frost* 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.

Commenting on the re-design, Abigail Forsyth, Founder and Managing Director of KeepCup said: “We engaged Frost* for its robust approach to design, packaging and their 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.”

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. Frost* is confident that the packaging renovation will allow the brand to expand its range and continue to successfully enter new markets.



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