Frost* Partners With KeepCup To Reclaim Status Of Iconic Aussie Brand

Frost* Partners With KeepCup To Reclaim Status Of Iconic Aussie Brand
B&T Magazine
Edited by B&T Magazine

Frost* has partnered with KeepCup to redesign its retail packaging.

The brand, which recently celebrated its 10th year, has become globally recognised in its charge against single use coffee cup waste – an ambition Frost* has helped amplify with a strong new visual system and range architecture.

In an increasingly crowded market, Frost* elevated KeepCup’s iconic brand asset, its name, emphasizing its simple, honest and playful approach to a serious issue.

Building on the brand’s values, Frost* acknowledged its commitment to addressing the climate emergency with a strong wrap around design that clearly conveys key messaging and heroes the new brand story and call to action –

  • This is the cup that started the reuse revolution.
  • Made to be loved and looked after.
  • Use it and join the movement. Reuse it and change the world.
  • Don’t waste today.

“Competition has grown exponentially in the re-use cup space, so we needed a new bold packaging design to regain KeepCup’s iconic status and help drive more sustainable lifestyles and behaviours”, says Ant Donovan, Group Creative Director at Frost*collective.

“We believe sustainability is key for any brand to grow so it was a pleasure to partner with KeepCup in its rally against the climate emergency and single use waste.”

Says KeepCup Managing Director, Abigail Forsyth, “We engaged Frost* for its robust approach to design, packaging and the sustainability ethos at the heart of our business.

“The new packaging delivers on the brief by boldly reclaiming our brand name from the category and distilling ten years into a punchy brand story that covers our love of design and enjoyment of great drinks, with a call to action for an inclusive and responsible approach to the climate emergency. Don’t waste today.”



Executive Creative Director: Vince Frost

Group Creative Director: Ant Donovan

Associate Design Director: Chris Griffiths

Designer: Ryan Curtis, Imogen Frost

Copywriter: Camilla Belton

Head of Brand: Debbie Spence

Sustainability Consultant & Account Lead: Pippa Corry

Photography: Albert Comper (to be credited beneath image)




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