Indispensable, not disposable. This reusable coffee cup in disguise was taken from initial idea to the store shelves in less than 6 months. The BPA-free mug looks just like the average paper version boasting enhanced insulation via a double wall, a grip sleeve, and dishwasher and microwave compatibility. With the perfect mashup of a classic icon, usability, and a great price point 2.5 million were shipped in 2010 alone. With its huge success many imitators and knockoffs began to pop up. I was directly involved with design, engineering, and production management.