Herbst Lazar Bell brought this project to us. The main focus was to develop the next generation of Whirley Drinkorks core product line taking into consideration human factors, materials and manufacturing techniques. The targeted distribution for these products was through Theme Parks and Convenience stores with a long-term life cycle. This large coffee mug was first added to their product line after many focus groups by HLB and the team at JBID observing a hole in the market of no large, durable coffee mugs that a member of the Arm Forces, Police, Fire Department and hard working Construction workers would want to represent. So we posed a question. If they did want a Mug, what would it look like?