Case study · Packaging Design
Loop & Else: Cup packaging with a line that makes people smile
Hot and cold cup design for a coffee and pastry brand
- Client
- Loop & Else Coffee & Pastry
- Year
- 2021-2025
- Sector
- Food & Beverage
Hot and cold cup designs for Loop & Else Coffee & Pastry: a clean wordmark on the front and a small line on the back, 'the secret of good mood'.
Context
Loop & Else is a coffee and pastry brand where the cup is the main thing customers carry out of the store and post on social media.
The challenge
The cup needed to be recognisable in a photo, cheap to print on both paper hot cups and clear plastic cold cups, and leave space for staff to write orders.
- The cup as the brand's main touchpoint
- One design for hot and cold cups
- A detail worth photographing
Approach
How it came together.
- 01
Kept the front quiet
A spaced wordmark and a small 'Coffee & Pastry' label leave the cup clean and easy to print in one colour.
- 02
Put the personality on the back
A short emoticon equation and the line 'the secret of good mood' give customers something to notice and share.
- 03
Left room for orders
Ruled lines on the back give baristas a place to write names and customisations.
Gallery
Cup packaging
Hot and cold cups with a front wordmark and a playful back line, 'the secret of good mood'.
What was delivered
- Hot cup front and back
- Cold cup front and back
- Print-ready artwork
What changed
- One design system works across hot and cold cups
- The cup carries the brand voice, not just the logo
