IDEA.

The task was to create an easy to clean straw cup with minimal number of parts. The silicone drinking straw is molded with the lid as one piece which is tight fitted on the cup body. The inner straw can be opened vertically for easy cleaning.

FORM.

To minimize the amount of material used, the lid takes on a tapered shape forming a soft tear drop shape when assembled onto the cup, making it also easy to hold for little hands. The built-in straw on the silicone lid can be folded and secured onto the lid when not in use and can pop back up by flexing the tab on the lid.  The silicone inner straw has two sections where the bottom can be split open for easy cleaning and is bridged to the top short tube where it can be inserted onto the underside of the lid. And lastly the cup body is made of polypropylene to hold 10oz of liquid and is translucent so the user can easily see what is inside.

FUNCTION.

Less is more – with less parts, the caregiver will take less time to clean, giving back more time for themselves. The silicone lid has built in valves and is tight fitted onto the cup making it spill proof when not in use. The inner straw opens easily to allow for quick cleaning without any extra brushes.

DIFFERENTIATION.

Toddler straw cups in the market have multiple parts that can be easily misplaced and are hard to clean. By minimizing the number of parts to only 3 pieces combined with easy to clean inner straw, we’re able to address this pain point we see in the current market. The silicone material of the built-in drinking straw on the lid allows the straw to fold over secure into place for storage and on-the-go. By introducing the Simply Clean Straw Cup in our brand, we’ll be able to expand our toddler cup portfolio and bring excitement to our straw cup category.

IMPACT.

The minimal number of parts allow for parents or caregivers to take less time to clean and therefore use less water to clean.  It also allows for less parts to be misplaced and be thrown out due to missing pieces.  The silicone material is durable and can be used for longer period and is less prone to breaking compared to plastic and mechanical lid designs.  On the packaging, it is made of recycled material where we have embraced “circular” economic approach to production, which is designed to realize zero plastic waste, allowing “make-use-return” model where discarded packaging is recycled or can be completely broken down and returned safely to the earth.