Katie Shaw





Countercurrent is a campaign rooted in the coastline of Cornwall,
addressing the persistent threat that plastic pollution poses to our oceans.
Faced with the scale of this problem, I wanted to focus in on something smaller,
local and tangible: single-use takeaway cups.





The campaign's key touchpoint is a coffee cup sleeve made from
recycled paper pulp. Its purpose is to hold your drink and spread
a message.

Each sleeve carries the Countercurrent story and information explaining how consumers can play their part, through small but meaningful actions. The aim is to turn an everyday routine into an opportunityfor awareness and spuring change.







My typeface for this idenity is built from plastic textures I have collected and scanned. The icons shape and colour pallet is inspired by the lobster claw, a motif that emerged from research into the significance of lobsters in Cornish coastal communities.

Lobsters are a key economic driver for local fishing industries and a cornerstone of the oceans ecosystem. The impact of ocean plastic pollution on the decline of lobster populations has led to dedicated marine conservation efforts to restore their population.






Thanks for reading :)