Case Study: Smart Cups wins Gordon Ramsay’s Food Stars with FLUX Branding

Smart Cups wins Gordon Ramsay’s $250,000 investment with FLUX Branding

Smart Cups, a company with revolutionary 3D-printing technology for dry ingredients, faced a messaging challenge. Its branding focused too heavily on its initial energy drink product rather than the groundbreaking technology behind it. FLUX Branding was brought in to help hone its strategy for the reality show "Gordon Ramsay's Food Stars."

FLUX Branding developed a new communications strategy for Smart Cups, shifting the focus from what the product wasn't to what the technology was: sustainable, world-changing, and first-of-its-kind. They also created a bold new visual identity to help the brand stand out. This new strategy and look convinced Gordon Ramsay to award Smart Cups his $250,000 investment, winning them the entire competition.

Smart Cups