Sorry Coffee Co. by Kit and Ace use their cups as a blank canvas for emerging artists to showcase original work in a fresh format. Every few months they partner with a different typographer or designer to create artwork for the paper cups, and expose the artists to a new audience. They approached me to take on the brief.
The Canadian brand (does the name make sense yet?) is right at home on Redhurch Street, Shoreditch, where shoppers can purchase a custom sorry cup of coffee whilst browsing. Although Canadians are famous for apologising for everything, I began to think about adding a little more gravity to the apologies on my cups.
I created my 'Sorry I'm...' series based on the apologies that often seem a little hard to make.