Seeds of Truth
→ Truth Coffee Roasting
We all love a good takeaway coffee. But few of us stop to think about what it costs the planet. One disposable cup a day can create a ton of waste a year, clear 30m² of forest, and release 10kg of carbon into the atmosphere. So instead of adding to the problem, we turned the cup into part of the solution.
Seeds of Truth was an eco-initiative created for Truth Coffee – a limited-edition cup that didn’t just hold your coffee, but held the beginnings of something better. The sleeve was embedded with herb seeds – basil, rocket, or thyme – and designed to be planted once the coffee was gone. Customers simply crumpled the seed-liner into the biodegradable cup, planted it in soil, and started their own tiny herb garden.
I led the product design, and execution — working with illustrator Christiaan Venter to create a visual identity that told the story: a disappearing coffee cup transforming into green life. Each cup included a laser-etched wooden stirrer to mark the herb type, adding a tactile and memorable layer to the experience.
Part sustainability campaign, part living artefact, Seeds of Truth turned a moment of consumption into a gesture of renewal. It invited people to reconsider waste, reimagine what’s possible, and walk away with more than just caffeine — something they could grow.
