The thought process behind this idea is to create and encourage that Allpress Coffee is the best coffee choice for people needing to recharge their batteries. Drinking Allpress Coffee fuels your metaphorical ‘batteries’ allowing you to start the day or continue it with your batteries fully charged. The print ad uses short copy in accordance with Allpress’ “sophisticated" image. The cup has a see through window and a light green interior that becomes more visible as the level of coffee decreases. This is intended to resemble a battery icon similar to those displayed on all Apple products. As the consumer drinks their coffee the liquid level drops, slowly filling the battery with a green colour to symbolise the level of charge recieved from an Alpress Espresso Coffee. The idea is to create a cup with an interesting enough quirk that makes people focus on and remember the brand.