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CREDIBILITY FOR ECO STARTUP
Grant Design Collaborative has developed a brand identity
system and branded interior for Eco Denizen, a retailer and architectural consultancy specializing in sustainable
design. The company opened its new storefront to the public a few weeks ago in Midtown Atlanta. The system includes name
development, brand identity, messaging, print collateral, website, signage and environmental graphics, and merchandising materials. Comments Bill Grant, design firm President and Chief
Creative Officer: “This was an opportunity for [us] to partner at the beginning and collaborate with our client to build the brand from the ground up... Our goal was to create an engaging
and memorable brand experience that supports the mission and message of Eco Denizen and its founders. In addition, the brand’s mission to make sustainable design accessible to the
average consumer coincides with [our] core values and principles.” The clients are Gene Cox and Xiore Cox ‒ the latter is a professionally credentialed LEED® Green
Associate architect. Ms. Cox notes that “customers have asked if this was a branch of a national chain of stores based
upon the brand materials” and that the graphics
“gave us immediate credibility.”
CAMPAIGN SIMPLIFIES COMPOST STORY
MDG has created an integrated branding campaign for Food Cycle Science, a company producing commercial food-waste
reduction and conversion systems. The program includes a logo, brochure, website (which promptly won an ADDY award)
and supplemental marketing materials. The client brings green technology to the problem of excessive food-waste
disposal in the food-service industry; its proprietary technology sterilizes and converts organic waste into a safe compost that can be reused as fertilizer. Among its many activities,
MDG, a Florida-based agency with offices in Boca Raton and New York, selected the domain www.nofoodwaste.com because it conveys the primary benefit in a memorable and effective way. The agency
then developed an organic feeling and user-friendly layout and content structure for the site that directly express the company’s purpose, products, and principles. An ROI calculator
is embedded to enable prospective customers calculate their potential savings, and a blog was added to help keep visitors
updated on relevant news.
QUOTE: DAISIES ARE DISAPPEARING
“[Going forward] there may not even be such as thing
as ‘green’ marketing. When the FTC Green Guides are issued in revised form (likely this year), what are referred to
as ‘generalized environmental claims’ will most likely be discouraged. So ‘green’ marketing is really
an umbrella term for educating consumers about the various specific environmental benefits and attributes of one’s products
or company. Babies, planets and daisies are quickly disappearing from the vernacular and in their place are claims for
particular environmental attributes.”
— Jacquelyn Ottman, Green Marketing Consultant
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NAVITOR IS NOW SGP CERTIFIED
Navitor is now SGP certified. Administered by the Sustainable
Green Printing Partnership (SGP), the rigorous sustainability certification has been developed by some of the leading
trade organizations within the printing industry. Navitor’s partnership with SGP encourages and promotes participation in the worldwide environmental impact and increases social
responsibility. Officials state that the company prides itself “on meeting and exceeding the requirements of all laws that apply: continuously improving business processes in
order to reduce the environmental impact of Navitor operations by reducing, reusing and recycling; and communicating sustainability goals and progress with employees, customers and
suppliers.” Navitor provides a full spectrum of custom wholesale printing and personalization services for trade print
resellers and businesses in identity related industries, including graphic designers, independent print shops, print and
office supply brokers, ad and sales promotion agencies,
and retail partners.
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CEO: SET UNCOMFORTABLE TARGETS
When Unilever, the packaged goods giant, introduced its 10-year Sustainable Living Plan in 2010, it promised regular progress reports on its “responsibility for the environmental
footprint of its products right across the value chain, from the sourcing of raw materials all the way through to the consumer's use of products to cook, clean and wash.” The first
report came in this past May, and while the report shows some successes ‒ for example, 64% of palm oil is now sourced sustainably, saturated fats and trans fat in products
have been significantly reduced, all of the electricity purchased in Europe is now from renewable sources, and “35
million people have gained access to safe drinking water from its Pureit product” ‒ CEO Paul Polman said in
a statement that much more needs to be done: “In a world where temperatures are rising, energy is increasingly expensive, sanitation is worsening and food supply is less secure, business
needs to be part of the solution, not the problem. At Unilever, we believe our future success depends on being able to decouple our growth from our environmental footprint, while at the
same time increasing our positive social impacts.” He said that “uncomfortable targets” need to be set in order to make actual change and that “business has to decide
what role it wants to play. Does it sit on the sidelines waiting for governments to take action or does it get on the pitch
and start addressing these issues?”
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DOW: NO WASTED ATOMS OR ENERGY
Dow Chemical has issued a new corporate policy featuring four
pillars of sustainabiiity: (1) Holistic Design: approaching a product from “cradle-to-cradle” assessing environmental
impacts from production to reuse. (2) Atom Economy: Generating chemical processes where the amount of starting materials
equals the amount of all products generated, and no atom is wasted. (3) Energy Footprint: Minimizing the amount of energy a
product requires in its lifecycle. (4) Reduced Hazard:
Designing safety into products and processes.
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PEPPERIDGE FARM HOOKS HONORS
Pepperidge Farm has been recognized for its reduced use
of packaging materials by the DuPont Awards for Packaging Innovation and the Institute of Packaging Professionals. The new
designs for Deli Flats thin rolls and Goldfish Bread reportedly reduce the use of materials by 65 percent, as well as create shipping efficiencies that reduce transportation costs and make
for a smaller carbon footprint. “When we first created this packaging, our goal was to differentiate our products and create a unique consumer shopping experience in the bread aisle,
and we did just that,” said Eva Peters, Director of Packaging Development at Pepperidge Farm. “We continued to innovate original design, with a goal to make it more sustainable,
reduce costs and increase manufacturing automation...” The new package designs are made of flexible film lamination that
feature improved graphics and are a first in the bakery aisle.
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GREEN GUILT ON RISE IN AMERICA
A new national survey shows “green guilt” has
doubled among Americans over the last three years. Commissioned by Call2Recycle and conducted in April, the survey finds that
29 percent of Americans admit to suffering from “green guilt,” defined as the knowledge that you could and
should be doing more to help preserve the environment. This represents more than double the 12 percent who professed to feel guilty
in 2009. Among other key findings: more than half of Americans (57 percent) say they have old electronics that they need to
dispose of or discarded, including cell phones, computers, televisions, cordless phones and rechargeable batteries; 84 percent have recycled something in the past year; and 53 percent
have purchased green products. When asked the barriers to recycling, 44 percent say not knowing how or where to recycle old technology. And when asked about extended producer responsibility, more
than half say manufacturers should bear the cost of recycling their product, but they’re almost equally split about their willingness to pay more for an item to cover cost of a
proper disposal. Call2Recycle is a free rechargeable battery
and cell phone collection program.
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HONESTY IN HONEST TEA CAMPAIGN
Honest Tea, an organic beverage brand acquired by
Coca-Cola last year, is running advertising that acknowledges responsibility for its discarded bottles and the
waste they create, and encourages consumers to recycle. The campaign, developed by recently appointed agency Amalgamated Advertising of New York, started with a high-profile ‘Great
Recycle’ event, featuring a 30-foot recycling bin in Times Square. “Said Seth Goldman, co-founder and chief executive of Honest Tea: “We wanted to do something in a
big, visible way. Recycling rates are still low, so we were looking for something aggressive but still fun and engaging to deliver the message.” Online, social media, broadcast,
and outdoor are on the summer agenda. The goal of
the initiative is to recycle 45,000 beverage containers.
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WHEN A BUTTERFLY FLAPS ITS WINGS
Brandimage, in partnership with the Cincinnati Park Board,
has designed the identity and integrated communications system for “On Wings of Harmony,” the 2012 Krohn Conservatory Butterfly Show that features butterflies of the world.
The show, open through June 24, features 16,000 colorful butterflies from every continent on Earth (excepting Antarctica).
They are in free flight throughout the showroom, often fluttering together through the ribs of a 10-foot recycled aluminum globe, at the center of the showroom. Says Tim Murphy, managing
director of Brandimage's Cincinnati office: “In a time when cultural and educational organizations are challenged
to have their messages heard, the power of design to create compelling brand experiences has become absolutely critical to their
success.
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