Justin Sims

Designer + Photographer

18

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The Green Habit

The Green Habit is a startup I became involved in several months back that focuses on "closing the loop" in food packaging and reducing food and packaging waste. Originally I came on to just be one of the designers. When I first joined, the brand identity was fairly piecemeal and didn't have much of a foundation to it. Shortly after joining, I came to champion the cause of a total rebrand and led the creative efforts for it in collaboration with other designers.

Creative Brief:

  1. Background (what are you about):
    The Green Habit is working to “close the loop” in food packaging. When people use the term “throw away”, what is away? TGH is finding ways to remove the hoarding aspect of modern culture’s waste practices and work towards a systemically sustainable society. Using design, TGH works to incentivize change in people’s habits to make them more conscious of their actions. “Make sustainability be the norm in people’s everyday lives”
  2. Objective (what’s the goal):
    The Green Habit’s goal is to design closed-loop systems (reusable items as opposed to one time use disposable items) and make them be the norm.
  3. Target Audience (who’s it for):
    Cultural creative (see wikipedia def), bulk-food buyers, people willing to spend a little more to improve quality of life for themselves or someone else
  4. Message (how do you want to say it):
    Through good design, TGH looks to integrate the ideals of sustainability into people’s everyday lives.
    “TGH is on a mission toward a zero-waste world via the designing of closed-loop packaging systems
  5. Competition (who else is out there):
    Disposable packaging brands that are well established (Tupperware, Ziploc, etc.), household names vs. premium brand, sustainable packaging brands (Mason Jar), disposable packaging supplied in bulk food departments
  6. Distinguishing Characteristics (what’s special about you):
    -Already established as the thought leaders for sustainable packaging and zero-waste environments.
    -Packaging design will ultimately be both flexible and reusable (best of both worlds)
  7. Creative Considerations (what to be sure to do and not to do):
    -Avoid noise in design (should have simplicity and balance)
    -Clear hierarchy in the design
    -Avoid kitche in design (oh it’s a sustainability company, so of course their logo is a tree)
  8. Tonal/Key Words (what do you want the brand to feel like):
    -Minimalist
    -Personality brand
    -Zen
    -*Check Aveda brand*
    -Witty
    -Adventuresome

Mood Board:

Apart from some slight addition and subtraction to the mood board's collection, the aesthetic ideals were spot on, which was great to hear. From here I proceeded to a new logo design to act as the centerpiece for the brand.

Logo Redux:

The original logo was used as a placeholder from a previous project the founder was a part of. While it wasn't a bad design, it didn't resonate with the mission of the company. After much research, ideation, non-starters, and late nights, we came to using a Mobius Strip, the only two-sided 3D solid. The reason we chose this particular shape is it resonates perfectly with the idea of "closing the loop" since the Mobius Strip itself is neverending. It's also infinitely adaptable and flexible, unlike other 3D shapes, which references the fact that there will be no one-size-fits-all solution to the problem of food waste and food packaging waste. 

Further Design Work:

Right now a fuller brand is still being built out. Website is being reworked and brand guides are forming. Updates will be shown here as they occur.

To check out more about The Green Habit itself, go to www.thegreenhabit.com.

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