Case Study: The Tide Circular Cup

A branded reusable cup case study with the Tide Climbing Centre, a family-friendly, state of the art climbing gym based in North Cornwall.

“We are big on sustainability and are always looking for opportunities to collaborate with local suppliers that share our values. We came across Circular&Co. and instantly fell in love, with not only their cups but their outlook and sustainable ethos! We felt this was perfect for our brand and for the climbing community. Circular&Co. were so easy to work with and provided us with exactly what we needed, we were able to have a custom design on our cups and they even created personalised cups so we could give one to each of our team.”

The Tide Climbing Centre has fast become the largest indoor climbing centre in the county. We were stoked when the Tide team reached out to us to create a bespoke Circular Cup design. We loved that they wanted to offer their customer base something that both reflected their sustainability values and met the functional needs of a gym environment.  

Prioritizing sustainability, the Tide team avoided hard-to-recycle plastics. They found reusable plastic cups fragile, hard to drink from, and poor at retaining heat. The team also specified that they wanted a reusable that would fit their brand aesthetic and look appealing.  

Why Tide choose Circular&Co. 

“We came across Circular&Co as they’re local to us and loved the fact that they produced cups made from old single-use cups. The idea of reusing and recycling fits perfectly with our values. We also loved the design of their cups, the circular cup was perfect for our climbers, as it meant you can take a hot beverage out climbing with you, without the risk of it spilling or the drink going cold. Plus, they’re easy to open and drink from, which helps when you’re carrying climbing equipment. They also offered a personalised option which was exactly what we wanted to create our own branded cup for our customers!”

The Results

After collaborating to meet their needs and approving print samples, the final design—a 12oz Circular Cup with a full print wrap—was a success. Here’s what the team have found since introducing the cup to their customers:

“The cup has been fantastic for us and our customers, it has so many unique selling points from what it’s made from, it has a long life, it’s fully recyclable, dishwasher safe, BPA and melamine free – the list goes on! They really have been the perfect product for us and our customers. Circular&Co were so easy to work with and we would highly recommend them to anyone who’s either looking for a branded cup for themselves or looking for a sustainable option for their company.”

How Tide Used Their Circular Cups 

The Tide Cup is available for purchase from the onsite café which caters to climbers, family, and friends. The space welcomes remote workers and professionals, offering locally sourced coffee and fresh meals.

“We love selling our cups to customers as a sustainable alternative to single-use cups! It’s even better seeing them come in time and time again with their Tide cup to fill up with our locally sourced coffee! We love taking them on our outdoor days too, as it’s a great way to take a hot drink with you whilst showing off our brand to other climbers. Anyone that buys a reusable cup from us gets a free hot drink, also our customers receive a discount on drinks whenever they bring their reusable cup.”

About The Tide Climbing Centre