Tupperware Measuring Cups
A Subtle twist on a Classic product.
"If you do what you’ve always done, you’ll get what you’ve always gotten."
This project focuses on looking beyond expectations and always delivering more than is asked.
Even products that have been around for a long time can be improved.
BEYOND THE PROJECT SCOPE
Marketing's expectations were to duplicate an aging measuring cup mold. The team & I used this as an opportunity to look beyond the project brief, read between the lines & find opportunities to implement new innovative features.
To do this we drew inspiration from the one requirement "readability of the capacities."
Initially, concepts focused on new ways of measuring & dispensing. The light-bulb came with the realization that markets were saturated with overly-designed measuring mechanisms.
As such, the project focus shifted and, while the competition centered their attention on the 2nd point of interaction - measuring - we innovated around the 1st point of interaction - cup selection.
HOW IT WORKS
The rotating feature is made possible by taking existing features and enhancing them. The cup spouts are a carry-over for pouring contents easily. What's new is a hidden rib above each cup spout that engages with it and limits the amount of rotation. As the top cup turns, its hidden rib rotates 18° until it runs into the edge of the cup spout below, at which point, the next cup begins to turn.
In total, 5 cups spin exactly 90° resulting in a simple & demonstrable way to find your cup of choice.