Project Overview

CupFull is an initiative born from Red Robyn and Small Batch Roasting Co.’s combined passions: Intelligent design; delicious coffee; and our Melbourne community. This partnership showcased our respective areas of expertise to create a special limited edition coffee, which gives back to those in need. By filling your cup with CupFull coffee, you are helping to feed the bellies of those in need.

With each purchase a charitable donation was made to FareShare, who rescues surplus quality food from supermarkets, farmers and other food businesses and cooks it into nutritious meals to be distributed to people who are struggling to make ends meet.

The design is a reflection of the collaboration involved in the project through the layering and interaction of texture and shape. The circular and 'C' element creates further connection to Small Batch Roasting Co. brand, Coffee and CupFull.
The overall brand and vibrant colour scheme epitomises the energy of the festive season and has been carefully packaged and designed to suit each and every coffee connoisseur.

Organisation

Red Robyn in partnership with Small Batch Roasting Co.

Team

Red Robyn in partnership with Small Batch Roasting Co.

Lead Designer: Misha Lamb
Creative Director: Debbie Ferris
Coffee Roasters and Creative partners: Tim Varney + Andrew Kelly

Project Brief

To develop a socially responsible project that would give back to the community, showcase Red Robyn’s passion and expertise in branding and design, capture Melbourne’s passion for coffee and give thanks as a Christmas gift to clients.

It also had to give Melbourne’s astute coffee drinking audience something new and fresh to discover in the coffee space – the opportunity to purchase a delicious quality coffee for themselves or to give as a gift. The design had to be vibrant, collaborative in feel, honour the partners in the project and be representative of the festive season in a way that would function as a consumer friendly gift.

Project Innovation/Need

To create a limited edition coffee that captures the essence and requirements of the brief in such a way that it would promote, support and bring awareness to the chosen beneficiary, FareShare. One dollar was donated from every bag sold and incredibly, from every $100 FareShare receives from fundraising, it creates and distributes 200 meals to local charities.

Design Challenge

Creating a brand that celebrates all three partners, the limited edition coffee bean and festive season in a functional, cost effective packaging solution across different purchasing tiers. We had single bag designs; one for espresso and one for filter, as well as a dual boxed set which housed one of each. To keep production costs down we used standard Small Batch Roasting Co. bags and boxes and developed a bespoke outer sleeve and specialty die-cut label, in three spot colours.

Effectiveness

CupFull sold out in one month, giving FareShare a great Christmas donation. The project featured on Broadsheet and had huge support from the coffee community. Red Robyn’s clients gave the project great praise. It has been such a success it will be happening again this year with a new look and exciting new twist.