The morning rush in a city is a crazy mix of steam grinding coffee beans and the sound of lids clicking. I have spend eight years working with companies that make and send out packages and I have seen how people get their coffee changes from a simple “use and throw away” thing to a complicated problem.
The move to reusable coffee cups is not just because people want to help the Earth, it is a big change in how people get around every day. When we look at how things are make and send out we see that using reusable cups requires a big change in how we think about things lasting being safe and being protects.
Beyond The Surface: Making Sure Things Are Safe And Feel Right
When companies make things they often talk about things being strong. Really it means things can survive. When a coffee shop or a brand wants to make coffee cups they often get distracts by what color they want and forget about how the cup will be use every day.
From what I have seen the biggest problem happens when a design is turns into a product. A cup might look nice. If it does not fit in a cup holder on a train or in a car it is not useful. If the cup is not make to keep things cold the person using it will get a cup that gets wet and ruins their papers. We usually tell our clients to use steel or strong glass because these materials last and do not change the taste of the coffee.
My Opinion: I will be honest, most cups made from bamboo are not good for the Earth. Are not safe. They can break easily, are not good with heat and often have chemicals that are not natural. If you want something that’s really good for the Earth you should buy something that can be uses forever or lasts a long time.
The Problem With Sending Things: Protecting The Things That Protect
One of the challenges I face when working with companies is how to send things without wasting anything. When you are sending thousands of coffee cups you cannot just put them in a box. Unlike paper cups that can be stacks, reusable coffee cups can get scratches when they rub against each other during shipping.
To solve this we have started using boxes with inserts that keep the cups from touching each other. This way the cups arrive in condition without using plastic bags or bubble wrap. This is where the real work happens making sure that the way we send things does not hurt the Earth and that the cups arrive in condition.
Where Brands Make Mistakes
After years of working with companies and seeing what goes wrong I have found three problems that brands face:
The “Lid Leak” Problem: Brands often say their cups do not leak but really they just do not spill easily. This is the number one reason people do not like a product. If a person cannot put a cup in their bag without spilling the cup is not good.
Not Thinking About Cleaning: Many designers make lids that are complicated and hard to clean. In the world these lids can have bacteria grow on them. If a person needs a brush to clean their lid they will stop using the cup. Simple lids are better.
Not Understanding How Long Things Take To Make: I have seen many companies miss deadlines because they did not know that making good reusable coffee cups takes longer than making paper cups. Making cups is a long process, not a quick one.
Why People Keep Using Some Cups And Not Others
Why do some cups get used every day and others just sit in a cabinet? It is because of how they feel in your hand. In the packaging world we call this “feeling something with your sense of touch.” A cup that feels heavy and balanced in your hand makes you feel safe.
Also people like it when their cups have their name or a special message on them. This makes them feel like the cup is theirs. They take care of it more. We are not just selling a cup, we are selling something that shows who you are and what you care about.
The Future Of Coffee Shops And Reusable Coffee Cups
The next big thing for people who work with packaging is making a system where cups can be used and returned. We are working on cups that can be tracked and returned to the coffee shop. This way people do not have to remember to bring their cup.
From a packaging perspective this means we have to figure out how to collect, clean and send out these cups again. This is a move towards “packaging as a service.” The coffee shop does not just sell coffee, they take care of the cups. This requires working with people to make sure everything runs smoothly.
Final Thoughts
As someone who has worked with packaging and shipping I can tell you that using things once and throwing them away is not going to work. The new way has to be better in every way. If a reusable cup is not easy to use, clean or not convenient it will not work, no matter how good it is for the Earth.
My Opinion: The packaging industry needs to stop talking about using recycled materials and start talking about making things that can be fixed. If a lid breaks you should be able to buy a lid for a few dollars instead of throwing away the whole cup. Being good for the Earth means being able to fix things, not just recycle them.
For companies that want to make cups, the key to success is paying attention to details and understanding how people use their cups. It is not about the cup it is, about how it fits into your daily routine. When you get the packaging, materials and shipping right you are not just selling a product you are changing how people live.
