Project Overview
EarthKynd is transforming the way we view composting with its innovative composter that turns waste into compost within just 24 hours, compared to the traditional 3-6 weeks. Our goal was to create a brand that resonates with families, offices, and businesses, making composting an engaging and shared activity rather than a mundane chore.
Through a playful and fun visual language, coupled with the core proposition of "Waste Becomes...", we highlighted the transformative potential of waste. This approach not only positions EarthKynd as a leader in sustainability but also connects deeply with eco-conscious consumers who aspire to live greener lives.
Project Commissioner
Project Creator
Team
Brook Townsend - Creative Director
Jason Walters - Managing Director
Jori Scobie - Account Director
Matt Inman - Head of Digital
Robert McAuley - Lead Programmer
Project Brief
The innovation of the EarthKynd composter not only addresses the inefficiencies of traditional composting but also makes the process more accessible and appealing.
Through a series of workshops, we gained a comprehensive understanding of the product's capabilities and the future vision for the business. Our brief was to create an innovative brand position that matched the product's revolutionary nature. Additionally, we were tasked with exploring various use cases for this innovative product to fully leverage its market potential.
Project Innovation/Need
In a world where sustainability is paramount, EarthKynd needed a brand identity that stood out. We crafted a strategy centered around the idea of transforming waste into something valuable within 24 hours. The brand's core message, "Waste Becomes...", encapsulates the essence of this innovation, highlighting the potential of waste to be repurposed into something useful.
By creating a distinctive visual language, a cohesive brand platform, and creative messaging linked to the outcome of the product, we ensured that EarthKynd’s unique value proposition was clearly communicated and visually appealing.
Design Challenge
One of the primary challenges was to communicate the uniqueness of EarthKynd in a market with no direct competitors. We needed to establish a brand identity that effectively conveyed the rapid transformation process and the fun, engaging nature of the product.
The playful visual language and the key message of "restoring nature’s cycle" were crucial in addressing this challenge. We wanted to show that composting with EarthKynd is not only efficient but also an enjoyable activity that families and offices can share. This required careful consideration of design elements, user experience, and marketing strategies.
Effectiveness
Since the launch, EarthKynd has received strong feedback from early users, who appreciate the product's efficiency and the engaging brand experience. The new e-commerce website offers a smooth user experience, guiding customers seamlessly through their purchase journey.
By leveraging social media, email marketing, and out-of-home adverts, we have effectively promoted EarthKynd's unique features and sustainable benefits. Although specific environmental impact statistics are not yet available, the positive reception and user engagement suggest that EarthKynd is well on its way to becoming a leader in the eco-conscious market, making sustainable living more accessible and enjoyable for everyone.
Graphic Design - Identity and Branding - Tech
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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