Discover and share stories

of adventure, connection, and change making.

5 people think this is good

Using design to explore and share knowledge


How can a product mature into impact through design thinking and digital strategy? KeepCup is the reusable eco-cup that has become Australia's solution to sustainable yet stylish cafe culture. In the past four years since its birth, the company has gained a massive following worldwide, but after further market research conducted by Melbourne-based strategic designers Studio Thick, surprisingly, a lot of KeepCup users were at a loss when asked why they use the eco-cup.

Continue to



  1. {{}}
  1. {{fields.video_link.url}}

Ready to post! You’ve uploaded the maximum number of images.

Your video is ready to post!

Oops! Nice pic, but it’s just not our (file) type. Please try uploading a .jpg or .png image.

Well, this is embarrassing. Something went wrong when posting your comment. Care to try again?

That image is too large. Maximum size is 6MB.

Please enter a valid URL from YouTube or Vimeo.

Embedding has been disabled for this video.


Posting comment...

  • annisadharma

    Are reusable cups really better? What about compostable cups? Isn’t it made of plastic and thus not as eco-friendly?

    The team at Studio Thick collaborated with KeepCup and its customers and eventually came up with The Paper vs Plastic Shakedown, pitting KeepCup head-to-head with disposable cups in a clean, interactive, user-friendly interface that would clarify urban myths about paper production, recycling, and waste management.

    On The Paper vs Plastic Shakedown mini-site, users are taken through a series of questions that they could explore and share, eventually arriving at a call to action to “join the reuse revolution”.

    Facts can be tedious, and often get lost in translation, so creating an avenue where facts can be intuitively absorbed and used is the first step to creating impact.