# Interactive Juice Cups Backbone Branding Created a Playful Design Concept for To-Go Containers By Laura McQuarrie | Published 2016-03-08 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/juice-cups References: [packagingoftheworld](http://www.packagingoftheworld.com/2016/03/squeeze-fresh.html) & [backbonebranding](http://www.backbonebranding.com/) While there are many designs for juice cups and bottles that are transparent in order to show off the vibrant colors of the beverage, Backbone Branding created a concept that make the act of drinking from these containers playful and interactive. The agency's concept for 'Squeeze & Fresh' juice cups features an image of a fruit, which is only rendered in a way so that it looks like it's being consumed as the contents of a drink are sipped through the straw. As Backbone Branding describes, "It makes you excited, gives a creative mood and makes you feel a part of something." While this kind of [interactive packaging](https://www.trendhunter.com/trends/alpro-and-appetite-creative) is sometimes seen in consumer packaged goods, it's seen much less often in [portable takeaway juice cups](https://www.trendhunter.com/trends/cup-ji). ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 92% | Activity: 87% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Interactive Packaging:** Creating packaging concepts that are playful and interactive - **Immersive Branding:** Using creative designs to excite consumers and create a sense of inclusion - **Sustainability in Packaging:** Designing packaging concepts that are eco-friendly and reusable ### Industries Being Reshaped - **Food and Beverage:** Creating playful and interactive packaging concepts that enhance the customer experience and drive sales - **Marketing and Advertising:** Developing immersive branding experiences that incorporate creative packaging designs to create memorable moments for consumers - **Sustainable Packaging:** Incorporating eco-friendly materials and reusable designs into packaging concepts to reduce environmental impact and improve brand image ## Related on Trend Hunter - [Interactive Fruit Juice Packaging](https://www.trendhunter.com/trends/jus-de-fruits-caraibes.md) - [Interactive Juice Boxes](https://www.trendhunter.com/trends/mega-back-to-school.md) - [Fruit Texture Juice Packaging](https://www.trendhunter.com/trends/vimto-packaging.md) - [Personality-Inspired Drink Packaging](https://www.trendhunter.com/trends/smart-packaging-experience.md) - [Eye-Catching Fruit Cups](https://www.trendhunter.com/trends/dole-sunshine-company-packaging.md) - [Gen Z Bubble Tea Branding](https://www.trendhunter.com/trends/joyba-1.md) - [Conceptual Craft Beer Bottles](https://www.trendhunter.com/trends/sour-glass.md) - [Colorful Kombucha Branding](https://www.trendhunter.com/trends/colorful-kombucha-branding.md) - [Halloween Juice Prank Editions](https://www.trendhunter.com/trends/sun-trick-treat-pouches.md)