The innovative "press to grip" technique of the Grip Cup significantly improves its handling compared to regular paper cups. Its iconic silhouette with two grip zones is the result of a surprisingly interactive product experience based on a single, intuitive movement alongside with a distinctive pop sound. By pressing the marked grip zones the straight walls of the cup become concave, forming a structurally reinforced shape. This makes the cup more stable while ensuring a secure hold. Without compromising its stability, the grips even allow the use of thinner material thus reducing the amount of waste.