Clever Cup-and-Sleeve Packaging

August 1, 2004
/ Print / Reprints /
ShareMore
/ Text Size+

Clever Cup-and-Sleeve Packaging

SERVES BREAKFAST ON-THE-RUN
by Rob Croft
Disposable coffee cups differ little from brand to brand whether it’s a 50-cent cup of “Joe” from a street cart or a $5 latté from a swanky coffee shop. These generic paperboard cups with plastic lids also can present a spillage problem for consumers seeking a quick coffee and a Danish in the morning.
Many premium coffee marketers have overlooked structural packaging as a means to compete beyond product flavor. They should rethink their packaging design to improve functionality, branding and cross-sell opportunities.
Our “blue-sky” coffee cup concept builds upon the paper cup platform with a number of evolutionary improvements.
For starters, we’ve replaced the traditional thermal band with a corrugated polyethylene film to create a stylish, translucent, conical carrying tube.
This sleeve grips the tapered sidewalls of the cup and extends upward to create a handled carrying place for pastries.
Unlike a paper bag, the carrying tube ensures the cup is always upright in transit. The flat base of the cup provides stability when the package sits on a table.
Perforations in the film allow the user to remove the top half of the tube for regular sipping, once the consumer reaches their drinking destination.
Sipping options
A modified, stock paperboard lid replaces the conventional sip lid. This new lid features a punched hole and a snap-in polypropylene “sipper.” A tethered plug in the sipper allows the user to close the opening when in transit.
The injection-molded sipper also accepts a drinking straw, which provides controlled sipping and safer drinking while driving. (The user does not have to rock his/her head backward to drink.)
The use of a paperboard lid leads to greater branding opportunities on the sides and top of the lid, in the form of embossed and printed graphics.
As the diversity of coffee shops increases, brands will have to provide a more complete coffee product offering, rather than simply competing on the basis of “great taste.” Clearly, the brand that delivers lifestyle-relevant cup packaging with superior imagery and functionality will “roast” the competition. BP
The author, Rob Croft, is Managing Partner of Swerve Inc., specialists in 3-D brand design. Contact him at 212.742.9560 or rob@swerveinc.com

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/12/14 2:00 pm EST

Packaging Matters™: A study on packaging’s impact on shopping behavior, product satisfaction and trends in the global marketplace

On-Demand Packaging Matters™ is MWV’s study of the role of packaging in product satisfaction.  In its second iteration, the research has expanded to 10 markets: China, India, Brazil, Russia, Turkey, South Africa, U.K., Germany, Japan and the U.S. We study packaging because it matters to brand owners, retailers and consumers around the world. Packaging impacts shopping behavior, influences product satisfaction and motivates consumers in global markets in different ways.

THE MAGAZINE

Brand Packaging Magazine

brand packaging april 2014

April 2014

The April 2014 issue examines the topic of "Green Fatigue."  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe

THE BRAND PACKAGING STORE

BP_DG_2013Cover.gif
Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products

SDG

STAY CONNECTED

facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.png