Storiware Case Study

How Storiware Helped a Coffee Mug Client Improve Logo Appearance Without Increasing Cost

A real ceramic mug customization case showing how the Storiware team solved a logo decoration challenge, optimized cost, gained market approval, and helped the client move forward with a confirmed 2 × 40HQ order.

01. Original Method: Underglaze Logo With Recessed Effect

At the beginning of the project, the client was using a ceramic coffee mug with their logo made by an underglaze screen printing process. The logo was printed on the mug body before glazing, then covered with glaze and fired once at 1200°C. This process created a slightly recessed logo effect under the glaze, offering strong durability and a ceramic-integrated feel.

02. Market Feedback and the Real Business Challenge

After the mugs were sold in the client’s market, the client came back to us with direct feedback: their end customers preferred a logo that appeared more clearly on top of the glaze. Compared with the underglaze recessed effect, a surface logo looked more direct, clearer, and more suitable for branding presentation.

The client therefore asked us to help them change the logo effect into a more common on-glaze appearance. However, at the same time, they also needed to keep the final selling price competitive in their market. This meant the new solution had to improve visual impact without significantly increasing cost.

03. Standard Alternative: On-Glaze Decal With Second Firing

Based on the client’s request, we first suggested the standard solution for this kind of surface logo effect: applying a ceramic decal after the mug had already been fully glazed and high-fired, then firing it again at 750–780°C. This method could create exactly the visual effect the client wanted, with the logo clearly presented on the glaze surface.

Although this was the standard technical solution, the client told us very clearly that their market could not accept a 10–15% price increase. So the standard answer was not the right commercial answer for this project.

04. Final Solution: On-Glaze Screen Printing With Low-Temperature Firing

Instead of stopping at the standard decal method, the Storiware team continued discussing internally and looking for a better solution. Finally, we proposed a more practical option: screen printing the logo directly on the glazed surface, followed by one low-temperature firing at 120–150°C.

Why Choose the Final Method?

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05. Final Result

Why This Case Matters

This case shows that a strong ceramic mug supplier does more than manufacture products. At Storiware, we help customers solve decoration, cost, and market-fit problems in practical ways.

Instead of simply offering the most conventional process, we focused on the best commercial solution for the client — one that balanced appearance, production, and price competitiveness.

Looking for a Cost-Effective Custom Mug Solution?

Whether you need underglaze logo mugs, on-glaze logo decoration, decal printing, or optimized ceramic mug branding solutions, the Storiware team can help you balance appearance, durability, and cost.