In 2017 the M-CO team commenced work redesigning the product packaging of Dublin-based artisan pottery, Arran Street East (ASE). M-CO collaborated with the team at ASE to better understand their objectives, competitive environment and challenges. Applying LEAN principles to the process helped us find a simple, creative solution that minimised waste and maximised available resources. Understanding the perspectives of stockists and manufacturers by consulting with them throughout the eight-month project on matters such as quality, sustainability and scale, we were able to ensure an effective solution was found that worked for everyone. The M-CO team was able to systematically assess options to identify the most effective solution, solving practical problems so that we could turn our attention to showcasing the vibrancy of the brand and ultimately, design something beautiful.