Dr Juice: Designing and launching Malta’s first circular reusable cup
Client:
Dr Juice
Project Date:
2024
Industry:
Creating a reusable cup has always been on the radar for Dr Juice - so, when we finally got the go-ahead, the whole team let out a massive ‘woop!’ We worked closely with the team at Dr Juice to strategise, design, and launch the Future Cup. Malta’s first circular reusable and recyclable cup - produced, used, and recycled right here on our island.
The Brief
To design and launch a fully circular cup that would empower customers to make better choices for the planet and help Dr Juice phase out single-use plastics from its business.
The Work
The first phase of this project was designing the Future Cup, which would be comfortable to hold and drink from and immediately recognisable as “Dr Juice”. Another factor was ensuring the cup would fit securely into a cup holder, (a juice-load of personality is great when it’s not spilling into your car)! The core shape we settled on was a futuristic pentagonal prism - different from any other reusable cup on the market. For the colours, our team developed a system where you could ‘Level Cup’, reusing it a set amount of times to unlock a new colour; starting with the iconic Dr. Juice Green, then Watermelon Pink, and finally Black.
Our launch campaign and video concept/script focused on making people feel powerful. Luckily, the incentive was already juicy - a sleek, brand-new circular cup for a €1 cost-price plus double the points when you order (free juice, faster!). So, our biggest challenge was motivating people to change their habits by helping them see the power they already had in their hands to make a difference. And so “The Future. In Your Hands.” was born.
With this as the juicing-off point, we set to work exploring different design directions and settled on an AI-inspired, low-angle photography campaign with a retro-futuristic font and a cool stamp. Messaging was a huge part of this campaign, as we needed people to understand how the process worked and benefitted them (and the planet) when they picked a circular over a single-use cup. We crafted copy-led social media posts and designed “The Daily Juice” newsletter to communicate the change across multiple touchpoints.
In addition, we also came up with in-store ideas to launch and keep the momentum up for the Future Cup, such as limited edition cups, a customer scoreboard/bell ring that gives recognition to those making a powerful change, and eco-campaigners who would be trained to promote the sustainable choice in-store.
Our massive thanks and congratulations to Dr Juice and the whole team. Doing the right thing in business isn’t always easy, but better brands make a better world.
The results
