Huhtamaki UK:

The Sorello Cup

The Brief


As leading manufacturers within the packaging industry, Huhtamaki know the importance of variation and innovation. Their impressive range features a wide selection of packaging container types, designs and product finishes. When they looked to launch a new, premium takeaway cup, they tasked us with developing the design. The brief was that it had to complement the existing range of Huhtamaki products, whilst also carrying its own unique style to reflect modern café culture.

The Project


Development of the new cup was split into stages; initial idea generation and mood boards, development of selected designs through to proposed concepts, and finally, delivery of the finished design for manufacturing.


With café culture, premium design and modern trends being key themes, our designer first developed a range of concepts. Geometric prints, pastel watercolours and expressive photography featured amongst this first batch of scamps. Mood boards and style sheets were produced to showcase these designs and the inspiration behind them.

A number of ideas were selected to be refined and developed. More detailed design proposals and alternate designs for each were prepared, along with plans on sourcing the various photographs and graphic elements required for each design. Finally, a selection of ‘in situ’ images that placed the designs within their destined environment were produced.

From the designs proposed, Huhtamaki UK selected the one that showcased best the premium construction of the new cup (double-walled, smooth and well insulated), as well as the high print quality the smooth design would allow.


Meeting these requirements, and successfully matching the brief with a strong sense of café culture, the ‘photographique’ design was selected as the final design.


Revisions to the core theme were made, precise placement of elements was selected and, most importantly, the photographs were chosen and purchased. At this stage the typography and text layout was also finalised, with the necessary assets being purchased and licensed.


A completed mock-up was sent for approval, and the completed design was transferred into a supplied template that was used for printing the finished cups.

The Results


With the cup design finished our job was complete. The new cup range was manufactured in the UK by Huhtamaki and officially released under the name Sorello. This design is now featured as the stock design for the Sorello range, and is performing well throughout the UK within cafés, coffee shops and food to go outlets. We'll drink to that!

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