When Jamie and Abigail started a café business in Melbourne, disposable cups were just entering the public landscape. As the business grew, so did their concerns about the volume of packaging being consumed, particularly disposable cups; lined with polyethylene - they were non-recyclable. Following unsuccessful trials of existing reusable cups, they decided to design and make their own – a barista standard reusable cup for people to enjoy better coffee on the go. They took a huge gamble that usability, sustainable manufacturing practice and design aesthetics could drive behaviour change and make a difference to how people think about convenience culture. KeepCup has grown from a solution to a problem, to define a product category.