Ello Two-Lid Tumbler

Spring 2023— Leapfrog Brands Co-op

A co-op project exploring where Ello could go next, through the lens of what makes a tumbler worth talking about.

Problem

Ello operates in the budget tumbler space, but the design details that make premium competitors worth buying had gone unaddressed. Leakproofing, heat retention, and ease of use were all areas where a little more intention could go a long way.

Insight

The Kinto tumbler is of a premium quality with a simple 360 degree leakproof seal meaning it can be thrown in a bag without a second thought, and drinking from it requires no orientation or attention. That frictionless experience is praised by consumers worldwide, yet reviews flagged the lids consistently sticking together during removal. Also, the Fellow mug’s lip contour, widely regarded as the perfect fit for the mouth, pointed to how this one surface can elevate the product experience.

Intent

A dual-lid system that gives the user control over heat retention, removing the top lid for less, both lids for maximum airflow, keeping it fully assembled for a leakproof carry. A textured grip on the second lid solves the sticking issue surfaced in reviews. A flip handle tucks away when carried in a bag and flips up for an easy grip on the go. The lip contour borrowed from the Fellow cup round out a tumbler where every detail has a reason to be there. The silhouette was deliberately drawn from Ello's best selling forms, strengthening their brand language so the new addition feels unmistakably Ello.

Solution

A stainless steel tumbler that brings premium-feeling details to Ello's price point, along with four trend-based CMF pathways to fit seamlessly into and expand Ello's brand portfolio.