Cuppion
Cuppion is a bold rethink of how cold drinks are served on the go – with a smart, spill-proof system that elevates convenience, sustainability, and brand experience. Their intelligent sealing machine and recyclable PET cups offer a modern, minimalist alternative to messy take-away formats. My brief was to help bring this product-first brand to life with visual and verbal tools that communicate both innovation and simplicity.
Working with the Cuppion team, we created launch assets that matched the brands clean, forward-thinking ethos: directing promotional videos and photoshoots that demonstrate the seamless sealing process; event branding that highlights both reliability and design; and a content direction rooted in clarity and style. By art-directing photography and video shoots, we shaped imagery that felt purposeful and effortlessly cool – making the act of sealing a drink look as easy-to-use as the technology behind it.The strategic aim was to position Cuppion not just as a packaging solution, but as a lifestyle brand – one that speaks to independent cafés, bar operators, and eco-conscious consumers alike. To support launch momentum, I deployed a mix of UGC seeding, content production, and social strategy to build a community around the product:
Promotional Video & Events: I crafted engaging motion content and event visuals that showcased the machine in action, helping operators imagine how Cuppion could work in their own venues. Social & UGC Seeding: By coordinating user-generated content and influencer seeding, we gave Cuppion a strong initial social presence – amplifying real-world use and social proof. Creative Direction: Every piece of content, from hero photography to lifestyle shots, was curated to reflect the brand’s clean technical design while highlighting its human, hands-on utility.
The result was a launch that blended product education with brand storytelling: an identity that felt both highly technical and accessible, reinforcing Cuppion’s mission.
to be continued
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Art Direction
Brand Building
Marketing Strategy
Print + Digital Design
Cuppion
Cuppion is a bold rethink of how cold drinks are served on the go – with a smart, spill-proof system that elevates convenience, sustainability, and brand experience. Their intelligent sealing machine and recyclable PET cups offer a modern, minimalist alternative to messy take-away formats. My brief was to help bring this product-first brand to life with visual and verbal tools that communicate both innovation and simplicity.
Working with the Cuppion team, we created launch assets that matched the brands clean, forward-thinking ethos: directing promotional videos and photoshoots that demonstrate the seamless sealing process; event branding that highlights both reliability and design; and a content direction rooted in clarity and style. By art-directing photography and video shoots, we shaped imagery that felt purposeful and effortlessly cool – making the act of sealing a drink look as easy-to-use as the technology behind it.The strategic aim was to position Cuppion not just as a packaging solution, but as a lifestyle brand – one that speaks to independent cafés, bar operators, and eco-conscious consumers alike. To support launch momentum, I deployed a mix of UGC seeding, content production, and social strategy to build a community around the product:
Promotional Video & Events: I crafted engaging motion content and event visuals that showcased the machine in action, helping operators imagine how Cuppion could work in their own venues. Social & UGC Seeding: By coordinating user-generated content and influencer seeding, we gave Cuppion a strong initial social presence – amplifying real-world use and social proof. Creative Direction: Every piece of content, from hero photography to lifestyle shots, was curated to reflect the brand’s clean technical design while highlighting its human, hands-on utility.
The result was a launch that blended product education with brand storytelling: an identity that felt both highly technical and accessible, reinforcing Cuppion’s mission.