Rhinowares has designed a cupping bowl with a black interior, contrasting with the traditional white. The black color of the cupping bowl helps to shift the focus away from the coffee's color and the clarity of the roast, allowing for greater emphasis on taste and aroma. Throughout the entire value chain, coffee is repeatedly tasted in so-called cuppings. This includes the green coffee buyer assessing the quality of the coffee to set a price, the roast master seeking the perfect roast profile for a specific coffee and testing various profiles on the same coffee, or a consumer comparing multiple coffees to discover their favorite.

Although many of us firmly believe we cannot be misled, our taste perception is often influenced by visual aspects such as color. For instance, a red yogurt seemingly tastes more intensely of raspberry than its white counterpart with the same raspberry flavor. There appears to be a certain flavor-enhancing effect of color. To evaluate coffee solely based on aroma and taste, rather than its color and the discoloration of the brewed water, the black interior of the Rhinowares cupping bowl eliminates part of this visual aspect. It also prevents differences in the coffees from being discernible to the naked eye during cupping competitions.