After graduating with a first class degree in advertising, graphic design and illustration in 1997, Jim Smith was spotted by the owner of a small coffee shop chain and brought in to fill the walls of their flagship store with his paintings. It was a three month contract; seventeen years later, Jim is head of design at Puccino's Worldwide Ltd, now an international coffee shop franchise with stores in the UK, Europe and Egypt. In the meantime he's illustrated kids' food packaging for M&S, drawn cartoons on the sides of PJ smoothies, created in-store graphics for Orange phone stores, designed book covers and branded a New York based Iced Tea company. In 2010, Jim launched the hugely successful Waldo Pancake range of stationery and gift products, now sold in the UK, Australia, Singapore, Europe, and the US.