How JOCO Cups Created a Global Eco Brand with WooCommerce

Introduction

A small team in Torquay, Australia noticed break-room bins overflowing with paper and plastic coffee cups every day. They saw a chance to change habits by offering a sturdy, reusable glass cup that would look good, feel good in hand, and work well in a busy cafe. After two years of testing various materials and silicone lids, the first JOCO Cups were ready to ship in 2012.

Spotting the Gap in the Market

Coffee culture had grown fast, but almost every cup was destined for a landfill. JOCO’s founders knew there was demand for a product that combined style with real-world durability. They started by visiting cafes, chatting with baristas, and running small focus groups to understand what features mattered most. Heat retention, ease of cleaning, and a leak-proof lid all ranked high on the list.

Creating a Striking Product

Once they nailed down the design—a borosilicate glass cup with a silicone band for grip and a snap-on lid—they partnered with a manufacturer to refine production methods. Early samples were sent to local cafes and specialty coffee shops for real-world trials. Feedback drove tweaks in lid tension and cup shape until it hit the sweet spot between form and function.

Building a Visual Brand

From day one, JOCO invested in photography and design. They staged the cups in cafes, on hikes, in office settings, and even in campers’ hands. These clean, vibrant images ran across the website, blog posts, and social channels. In an online store where visuals drive decisions, these photos helped customers picture JOCO Cups in their daily routines.

Launching the Online Store

To keep things flexible and cost-effective, JOCO chose WordPress paired with WooCommerce. This setup allowed them to add features quicky and integrate third-party tools. They used the Table Rate Shipping extension to handle complex global shipping rules, and Conversio to automate personalized email receipts and shipping notifications.

Scaling Internationally

After launching in Australia, JOCO expanded online shipping to the USA in late 2013. They partnered with distributors in Europe and Asia, using stockists to widen their reach. WooCommerce’s international support and a network of developers kept the store running smoothly as traffic and orders grew.

Impact and Growth

Today, JOCO Cups are sold in dozens of countries, helping reduce the hundreds of billions of single-use cups wasted each year. The brand’s clear messaging, attention to visuals, and seamless customer experience have driven steady growth and generated a dedicated community of eco-focused coffee lovers.