A paper no one wanted to make.

We worked with G.F Smith to launch Extract, a pioneering new paper that tackles the global problem of disposable coffee cups lined with plastic. It’s a growing problem too because in the UK alone we use 4,861 disposable paper cups a minute. That’s over 7 million a day of which less than 1 in 400 are being recycled.

Extract is G.F Smith’s contribution to meeting this challenge by taking disposable paper cups destined for landfill and transforming them into beautiful paper. This beautiful paper – a collaboration between consumer, recycler and papermaker – is unique in that if the problem is solved, the paper will be discontinued. We designed the campaign and collateral, and worked with G.F Smith to stage an exhibition at launch at the company’s Show Space in central London.

Paper promotion
G.F Smith Show Space window filled with 4,861 disposable paper cups to show what we use every minute in the UK.
Accompanying series of lectures from sustainability provocateurs