o-ware: A Green Company Rebrand Concept
RESEARCH & ANAYLSIS
EcoPalm: The green company
EcoPalm is the original name of the company that began this concept rebrand project. EcoPalm is a company that makes and sells disposable dinnerware that is made with the environment in mind. The owners of EcoPalm own plantations in South India where they harvest leaves from fallen palm husks to make the bowls and plates. The owners have a deep respect for nature. No trees are cut down to make these biodegradable plates and bowls. No chemicals or resins are added. The flatware (forks, spoons, and knives) are made from steam-pressed birch wood. These are produced from harvested and replanted bitch forests.
New brand mission
REDUCE: By using these products, consumers can reduce the amount of waste that is entering the planet's landfills. Styrofoam takes up to 500 years to decompose and cannot be recycled. Styrofoam products take up 30% of the landfill space and there are enough Styrofoam cups produced each day to circle the globe.
REPURPOSE: EcoPalm is a company that is only using elements that are not harmful to the environment. They use palm husks that have already fallen, are sun dried, and then are formed using water.
RESPECT: The company is not only responsible with creating the plates, but the flatware as well. All of the company's products are compostable within just a few months.
These facts should be the prime statement of the company.
CURRENT LOGO COMPARED TO THE COMPETITIONS
The logo for EcoPalm lacks the feeling of a green company. In fact, it is hard to tell what the company does. In addition to a new logo, I had suggested to change the name to better represent the company. While the company uses palm trees, it's not immediately clear what they use them for.
THE CURRENT MISSION STATEMENT: To deliver biodegradable dinnerware at a reasonable price without compromising quality. Our products are durable, compostable, fashionable and above all, affordable.
PROPOSED STATEMENT: Our mission is to provide a green alternative to disposable dinnerware. We aim to make an affordable product without compromising quality. We create a product that is compostable and when made, isn't harming the earth.
RENAMING THE BRAND
Transition to o-ware
While sketching, I started to realize the words were too long. Organicware was the direction I liked the best. After some time I realized that o-ware worked in more than way. The "O" stands for organic and when said, sounds like "aware" much like the consumers the company is trying to reach, the people that are aware of their environment.