Using the title ‘Thoughtful Coffee’ I created a campaign to communicate to new and existing customers how much goes into each cup of LEON coffee. I chose to work with paper sculptor and illustrator Helen Musselwhite. The craft and precision that goes into Helen’s work evoked the same spirit as the process that goes into making the perfect cup of LEON coffee. My aim was to realise a design that was built with precision, using only natural materials (paper), and coloured only with coffee plus the 2 brand colours. The coffee cup itself was redesigned to explicitly list some of the main factors that LEON are proud of. These were the messages that we aimed to convey in the corresponding imagery.