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A measuring cup that can be read while being tilted to any direction. Even while filling it under the tap or pouring it out.
To read a conventional measuring cup with the scale printed on the side, it needs to be in a horizontal position and on eye level.
When it is tilted the level changes and the amount of content cannot be read anymore.
The simple solution is to put the scale in the centre because there the level always stays the same, no matter in which direction the cup is tilted.
Now it can be read in all situations and from all levels just like you read your wristwatch.