Top Cup
Rebuilt Top Cup around what matters most: colder, cleaner, cooler. A clear identity built on simplicity and purpose.
Scope
Client
Duration
Year
The right product, the wrong message.
Top Cup had the right idea — an aluminum cup built to outlast plastic — but the brand was stuck talking features instead of feeling. The message leaned too functional, making something genuinely smart feel generic. The challenge was to shift from specs to story, from sustainable alternative to the go-to cup that actually felt cool to use.
We stripped it back to what mattered.
Top Cup didn’t need more claims. It needed more clarity. We trimmed the story to focus on what consumers really cared about—colder, cleaner, cooler. By tightening the packaging and leaning into negative space, we gave the brand room to breathe and reasons to believe. Durable. Reusable. Simple. Everything a good cup should be.
Clarity turned into traction.
Working closely with the Top Cup team, we extended the strategy into retail. Together, we rolled out a series of limited-time-only packages with a major U.S. retailer, giving the brand fresh relevance and new visibility on shelf. What started as a shift in messaging became proof that focus sells.
A collection of the brands that trusted us to build belief into their business.
