Research and Ideation
We gathered a team of 18 people with diverse professional backgrounds, many of them experts in the topics of recycling, ecology, industrial design, and material design. Series of observations in Moscow's cafes and restaurants were done and included brief but insightful conversations with consumers.
One of the main findings of our research was about the general unawareness about the true contents of "fiber" cups and their non-biodegradable nature which we witnessed from almost every person we spoke to.
The idea to inform people directly about this problem on the cup itself came up during our ideation session where we sought to tackle this and many other problems. Another insightful finding was about the "instagramable" nature of a cup. This gave us the understanding of how we can connect with the consumer - by a print that would both inform him/her and entice to share the information with friends.
A fiber cup receives a message that by its design attracts consumer's attention and shares a very important message - that the cup being held is not 100% fiber. This makes a person interested in learning more, and the cup then gives that possibility by offering a link to a website explaining the problem and solutions. The design of the print is such that it allows for easy sharing of new information with friends via social media.
We have done three iterations in which we evolved our idea and made the necessary changes along the way. We started with very simple and small prints which were seldom noticed during our tests. The bigger ones were a bit better, and the new approach with a bit more funnier and thus attractive messages worked out as well.
We saw that the cup itself might not be the ideal place for the message for many reasons. One important observation was about people seldom paying enough attention to prints on the cup's surface because of the general visual clutter of such objects (advertisement, branding, etc). That is why we would like to also test the possibility of displaying these messages on the lid.