# Cardboard Beer Branding The Mug Pub by Ivan Maximov is for Eco-Friendly Boozers By Summer Luu | Published 2011-04-09 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/mug-pub-by-ivan-maximov References: [thedieline](http://www.thedieline.com/blog/2011/4/7/student-spotlight-mug-pub.html) & [behance.net](http://www.behance.net/gallery/MUG-pub/1221953) I love the [new packaging](https://www.trendhunter.com/trends/moosehead-breweries) for the Mug Pub by Ivan Maximov. As a beer drinker myself, I appreciate every aspect of the new design, elements and concept. Mug Pub is a chain of football bars in Moscow. Maximov, a design student from Russia, redesigned the branding and came up with a new concept for [take-away beer](https://www.trendhunter.com/trends/creative-juice). The pub's beer is filled into sturdy paper cups, complete with lids, and put into a cardboard carrier. A sticker is placed on top of the beer's lid to identify the brew and the date it was filled. The paper booze mugs make this a green idea to help out the environment by using [recyclable paper cups](https://www.trendhunter.com/trends/tetra-brik-aseptic). The Mug Pub by Ivan Maximov is a clever cardboard design for the bar's beer branding. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 79% | Activity: 89% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Sustainable Packaging:** The Mug Pub's use of recyclable paper cups presents an opportunity for disruptive innovation in sustainable packaging. - **Take-away Beer Market:** The concept of selling take-away beer in paper cups with branded packaging creates an opportunity for disruption in the take-away beer market. - **Eco-friendly Branding:** The Mug Pub's eco-friendly branding concept showcases the potential for disruptive innovation in eco-conscious branding strategies. ### Industries Being Reshaped - **Food and Beverage:** The sustainable packaging trend observed in The Mug Pub can impact the food and beverage industry by encouraging more eco-friendly practices in packaging. - **Hospitality:** The take-away beer market trend showcased by The Mug Pub introduces opportunities for innovation and disruption within the hospitality industry. - **Design and Branding:** The eco-friendly branding concept of The Mug Pub highlights potential disruptive innovation opportunities within the design and branding industry to cater to an eco-conscious consumer base. ## Related on Trend Hunter - [Conceptual Craft Beer Bottles](https://www.trendhunter.com/trends/sour-glass.md) - [Compostable Single-Use Beer Cups](https://www.trendhunter.com/trends/beer-biocup.md) - [Striking E-Commerce Packaging](https://www.trendhunter.com/trends/maksim-arbuzov.md) - [Expressive Beer Packagings](https://www.trendhunter.com/trends/buqui-bichi-brewery.md) - [Ergonomic Eco-Friendly Drink Packaging](https://www.trendhunter.com/trends/tetra-prisma-aseptic-300-edge.md) - [Sustainable Cafe Delivery Cases](https://www.trendhunter.com/trends/paper-pulp-coffee-carrier.md) - [Separating Eco Carton Packaging](https://www.trendhunter.com/trends/bruk-sustainable-packaging-design.md) - [Contemporary Beer Packagings](https://www.trendhunter.com/trends/beer-brothers.md) - [Carton-Packaged Milk Vodkas](https://www.trendhunter.com/trends/black-cow-pure-milk-vodka.md)