Kupo

Slice Design creates bold new identity for KUPO, a Korean-inspired drinks brand with global ambitions

Slice Design has created the brand identity and packaging design for KUPO, an exciting new Korean-inspired iced coffee and tea brand developed for international markets, with the UK and Gulf Cooperation Council (GCC) region among its initial priorities.

Inspired by South Korea’s hugely popular ‘pour-over-ice’ drinking culture, KUPO brings a fresh approach to on-the-go refreshment. Available in convenient, ready-to-pour pouches, the range allows consumers to choose their flavour, pour over ice, chill and go. KUPO aims to bring this distinctive South Korean drinking experience to a global audience, combining convenience, flavour and a fun, interactive way to enjoy iced beverages.

The brief was to create a distinctive, energetic and internationally relevant brand that could introduce this drinking format to new audiences. Moving away from the conventions of traditional coffee and tea packaging, the identity needed to feel youthful and full of personality, while clearly communicating the product proposition and delivering strong standout in competitive retail environments.

Built around the positioning ‘Fuel Your Flow’, the brand celebrates energy, movement and individuality. At the heart of the identity is KUPO’s characterful cup mascot, brought to life through a series of expressive ‘Ekojis’ that capture different moods and moments, adding personality and storytelling across packaging and wider brand communications.

The packaging combines bold graphics, expressive typography and a vibrant colour palette, giving each flavour its own distinctive identity while creating a recognisable and cohesive brand family. A playful, contemporary aesthetic draws inspiration from South Korean visual culture, helping KUPO stand apart from more traditional coffee and tea brands.

The initial range comprises four flavours: Vanilla Latte, Sweet Americano, Salted Caramel Macchiato and Peach Iced Tea, with multilingual packaging developed to support international markets.

With a global outlook from the outset, KUPO’s identity has been developed to work across different markets and retail environments, including the UK and GCC region. An important consideration was ensuring the design could translate effectively from individual pouches on shelf to larger merchandising displays, while making the distinctive pour-over-ice concept immediately understandable to consumers.

Beyond the packaging, Slice Design developed KUPO’s wider retail presence, including bespoke merchandising units and point-of-sale materials designed to attract attention, communicate the concept and guide consumers through the simple ‘Pour. Chill. Go.’ ritual.

Brand Owner Comments

Dev Dhillon, The Convenient Cube (Brand Owner), comments:

“What really sets Slice apart is their understanding of how design works in the real world, not just how it looks. From shelf standout and merchandising to communicating a new product concept at the point of purchase, they understand the practical and commercial challenges retailers face. It’s been a genuinely collaborative and fun process, with plenty of healthy debate on the design direction. The result is a brand that looks great but, just as importantly, is designed to work hard in retail environments in our target markets.”

Agency Comments

Alan Gilbody, Founder & Director of Slice Design, comments:

“KUPO was a really exciting project, particularly as we had the opportunity to visit South Korea with the client and experience first-hand the pour-over-ice culture that inspired the brand. The insights we gained on the trip helped shape our approach, creating an identity that captures the energy and appeal of this distinctive way to enjoy beverages. It was important that the packaging did more than simply stand out on shelf; it needed to communicate the concept clearly, educate consumers and encourage them to get involved. With KUPO’s ambitions extending across international markets, we also wanted to create a flexible and recognisable identity that could travel while retaining its personality. Ultimately, we wanted to create a brand that was as fun and engaging as the drinking experience itself.”