The feldmann+schultchen design studios have been successful in creating an iconic-shaped paper cup with a significantly superior handling due to an innovative 'press to grip' technique. The silhouette is created with a single intuitive movement. With a distinct pop, the cup wall arches inwards along predetermined fold lines and becomes concave.
Surprisingly Interactive Product Experience
Superior handling is one of the key benefits of the new shape. Market research revealed that the Grip Cup is preferred to conventional cups. It emerged as the clear winner for overall acceptance.
With its new shape and intuitive grip, the cup can be held securely even when on the go. The pop feature that gives the product its shape makes it easier to hold while the tactile interaction is also great fun. The distinct pop of the ‘press to grip‘ effect adds a playful element — and over and over again, as the cup pops anytime you press the grip zones. With regard to marketing, the pop sound allows for an active brand experience. The principle of a recessed grip that pops in and out is protected with patents pending in Europe, Brazil, India, Russia, China, Japan and the U.S.
The new iconic shape, which gives the Grip Cup more stability, is easily achieved. The convex cup walls become concave when pressed alongside the predetermined fold lines. The resulting recessed grip provides more stability during use, even with thinner materials. This gives the Grip Cup a sturdy, tactile feel, and it stays stable even when filled.
The Grip Cup can be made out of fully biodegradable materials that fulfill the high demands of keeping the environmental impact low. In addition to that, the structural reinforcement of its distinct shape allows for thinner materials to be used and thus automatically reduces the amount of waste. With respect to production, the conversion can be made easily to existing production lines without the need for investment in extensive equipment.
“The simpler the better. The most successful products tell you straightaway how to use them. The Grip Cup is designed to be pressed in a new shape for a better drinking experience. We use the established production method and innovate the product with a small twist that has a great impact. We especially love the pop. The sound adds a playful feature. This is going to be the new style for soft drinks on the go,” Co-Owner and Designer of feldmann+schultchen, Arne Schultchen said.
“Good product design is simple and intuitive. It is easy to understand and to use. The transformation of the cup from convex to concave happens simply by grabbing the cup. This simple action also creates more stability and comfort. That is what we are always aiming for as designers: a better product developed out of usage needs and with the nature of material and production methods in mind. With this innovation we are looking for a strong, forward-thinking industry player who brings the Grip Cup to the market,” Co-Owner and Designer of feldmann+schultchen, André Feldmann said.
About feldmann+schultchen design studios
Since 1994, feldmann+schultchen has been creating and reinventing national and international brands, products, companies and services. According to our "Design For Human Nature" approach, our team develops innovative, sustainable solutions at the interface where people interact with brands, products or companies with maximum common benefit. The design and communication strategies by f+s have been patented and received numerous awards.
The design company's portfolio comprises clients and brands like Astra, Beiersdorf, Carlsberg, the German Olympic Sports Confederation (DOSB), Deutsche See, Europcar, IBA Hamburg and Philip Morris International.
Awards include ADC, DDC, TDC, Red Dot, iF, D&AD, The One Show, The International Design Yearbook, The German Packaging Award, The International World Star and The Good Design Award of the Chicago Museum of Architecture and Design.
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