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I think this is a great initiative that would greatly benefit from some really effective designs and branding; distinct and quirky cup designs would help draw in more people (who may not be originally drawn to the sustainability aspect) and allow them to make a stronger statement, both aesthetically and as a mindful consumer. We can see the success from design through brands like KeepCup and Frank Green as people can choose their own colour combinations and design.

I also think it will be important to consider the issues that might arise if consumers continually forget to return the cups and if the cafe's subsequently run-out. A time period limit might have to be implemented in which consumers have to return their cups (further incentive might be needed to encourage and reward continually prompt users).