r.Cup: Making a Manifesto
Strategy, Branding, Graphic Design
Duration
2 Weeks
Type
Solo Project
Tools
the BRIEF
A manifesto is a powerful brand tool that articulates a company’s purpose, intention, and strategy through emotion, language, and visual development. I was tasked with crafting a manifesto for a company of my choosing to show the impact it can have. r.Cup is a rapidly growing company that has been pioneering sustainability in the live event industry for over 30 years, and was even on Fast Company’s 2020 list of The World’s Most Innovative Companies. After attending an event using r.Cup’s reusable cups, I saw how much of an impact their company could have, and that there was potential for me to capture and empower their brand with a manifesto.
the PROCESS
Before I could start writing the manifesto, I needed to familiarize myself with r.Cup. I went through everything I could find to get to know their offerings, goals, mission, and history.
RESEARCH
r.Cup brings environmental solutions to the live events industry through seamlessly integrated, end-to-end reusable cup systems for large-scale venues and events.
r.Cup is used (and reused) at thousands of events each year, including:
100+
Venues
70+
Cities
17+
Countries
IMPACT
KEY POINTS
Based on my research, I found the following key points that were central to r.Cup’s mission.
Sustainability leader since 1990 &
reuse industry pioneer since 2017
The live event industry contributes over 4 billion single-use and disposable cups that end up in landfills each year in North America alone – contributing to our global climate crisis.
More than a reusable cup.
We're makers of a movement.
Watch out single-use, we’re coming for you!
r.Cup offers a sure fire method of
eliminating single-use waste at scale.
A better future is in your hands.
The Reuse Revolution Is Alive
Reuse is food safe, protects public health, reduces CO2 emissions, stops single-use pollution and reduces waste.
GOALS
Purpose:
Express the brand’s mission
Rallying cry for employees
Emotionally connect to potential partners
Inspire growth and innovation
Sales tool for presentations and campaigns
Tone:
Bold
Inspirational
Determined
Passionate
Revolutionary
the MANIFESTO
Pitch Video
Social Media Promo Video
Event Signage
the OUTCOME
Within one week of creating and sharing the manifesto and promotional videos with r.Cup...
Used to re-energize and psych up employees
Approved by executives for use at confectioners conference
Potentially “manifested” Red Rocks as a future customer (or at least a meeting to discuss it)
R.cup booth at 2023 National Association of Concessionaires convention in Memphis, TN, with laptop playing my manifesto video on loop
“The biggest win today was feedback on the video. I had it on loop for about an hour and a half (of the 2.5 hours in the expo) and people loved it. I found that the younger crowd had a clearer understanding of the message, whereas an older crowd deferred to the younger generation. Some comments from older individuals had an underlying tone that ‘my son/ daughter/ employee’ would love this idea! The younger crowd has a better understanding on sustainability and the need for change, and they loved the message.
Everyone understood after hearing the manifesto, that r.Cup is a big picture, generational shift, for all to participate in. I can’t put into words how much I appreciate your efforts!”
Public Response
Matthew Luisier,
r.Cup Head of Business Development
A New Look
To go along with this new rallying cry manifesto for r.Cup, I thought the cups themselves could use a refresher as well. After speaking with the team at r.Cup, they shared that they were working on new cup designs and would love my take on them. The new cup design had to be visually appealing, but still clear that the cups were meant to be returned for future use.
Previous Cup Designs
New Concept Designs
