Benny Cruz × Lessebo Paper

Through our Creative Collab format, LIVE brought together artist Benny Cruz with our clients Lessebo Paper and T5 Studio in Gothenburg.

Benny Cruz is an artist and creator, mainly based in New York, who combines bold messages with unconventional surfaces – subway maps, stationery, notebooks and Lessebo's sustainable paper. LIVE initiated the collaboration by reaching out to Benny and has acted as project lead and coordinator throughout.

The partnership with Lessebo Paper is long-term and has received wide global exposure, reaching audiences in the millions. The next step became Your Local Benny Hot Sauce: a Louisiana-style hot sauce created for Berlin, together with photographer Jens Franzén and Swedish Pepper – packaged in paper from Lessebo, a mill founded in 1693 with an exceptionally low environmental footprint.

• Clients Lessebo Paper, T5 Studio
• Artist Benny Cruz (New York)
• Scope Initiative, matchmaking, project lead, content
• Markets Sweden, USA, Germany