Coffee cup made for people looking to reduce their coffee consumption looks completely normal until you turn it 90 degrees.

The Slim Cup designed by Sharona Merlin was inspired by the pursuit of increasingly thin devices and technology.

At first glance, Slim Cup appears to be a conventional round coffee cup.

Viewed from the side, an extraordinarily flattened profile is revealed to challenge expectations while preserving functionality.

Paired with a matching slim ceramic saucer, the design encourages users to reconsider the objects they interact with every day.

Slim Cup takes a traditional object that has not changed much in generations and gives it a completely new design.

From one angle Slim Cup is ordinary. From another Slim Cup is extraordinary.

Some product design tries to make things bigger and more complex. Slim Cup does the opposite.

Also check out: Rocket Espresso Cup