JOE & THE JUICE and New Loop joined forces to bring reusable cups into the JOE experience, creating a new circular system designed to replace single-use cups with cups that can be returned, collected, washed, and used again.

To launch the partnership, we created a campaign introducing the new reusable cup concept and bringing the idea of the “pink cup loop” to life. The campaign was designed to make reuse feel natural, simple, and unmistakably JOE & THE JUICE.