The cup that keeps up.

Chinet Comfort Cup Relaunch Campaign

Sometimes you pitch an idea without knowing if it will work. For Chinet’s Comfort Cup relaunch, I wanted to do something different—stuck on the idea of motion, I floated the idea of rigging a Go Pro to the cup itself, letting the viewer focus on the cup while the world moves around it. Starting with the phrase “made to keep up,” I worked with a team to brainstorm scenes where the product felt natural. In this case, the risk of a big idea really paid off.

Media Kit

Our team toyed with a bunch of ideas for the media kit. We could create a kit for early morning risers and one for night owls, a coffee kit or a tea kit, but none of these really focused on the product. We decided on a "flowering box" that we initially called "an exploding box," which I'm sure put me on all sorts of watch lists. 

Exterior

The outside of our box puts our cup into different environments. People enjoy their coffee in the car, on their commute, in their home and at their desk, and we wanted to reflect that.

Interior

The inside of the box focuses on product benefits, highlighting the new and existing features of the Comfort Cup. 

Design: Amy Brown

Video: Josiah Crandall