WAYS TO MAKE AN ECO LOGO

• Outlines- no block colours that use unnecessary ink
• Size- keep the logo small so it uses less materials to print
• Ink Usage- keep the logo as minimal as possible in order to keep ink use down
• use of colour
• shape
• resolution 

ECO SHOPS IN LEEDS

I am planning to rebrand an existing zero packaging shop in Leeds, i have found there are a couple of shops in the area all with pretty average branding behind it. 

Ecotopia Leeds

The shop opened 31st October 2018 in the Central Arcade, Leeds City Centre. Their logo uses all of the generic 'eco' aesthetic. The colours brown and green, show people obviously that they are eco. They also use a hideous natural font, along with an obvious graphic of a tree with leaves. It features a slogan at the bottom 'a utopia for the eco-friendly' which i feel is is quite unnecessary as it is stating the obvious as the name already shows this. They also have a smaller logo design, featuring yet more green and brown with a leaf and the letter E which i feel is even more unnecessary and quite distasteful. 

The logo is effective to a small audience but i think shuts off a large portion of people from following too much of a strong eco image. The logo is actually not very eco friendly if it is being printed out for merchandise. If it was to be truly eco it would use minimal ink to save on more materials. 

audience

purpose 

The Jar Tree Leeds

The Jar Tree was Leeds' first zero waste shop. They are based in Kirkgate Market. Their logo features similar handwritten style typography that is too obviously natural and quite boring. The colours used are green and natural and trying hard to look eco friendly. They also use a pictogram of a tree that adds to the obvious eco aesthetic. I think the name is quite relevant as it incorporates the idea of jars compared to that of ecotopia wich i think is completely over the top. 

Ecotopia and the Jar Tree both sell their own locally sourced glass jars, these do not include branding which i think they are missing as having their logo on the jars will provide publicity for them. They also use simplistic labels with hand written prices which i don't think is very clean and professional and wont encourage people to buy it, Simple printed labels will be an easy thing to print and they can be printed on recycled paper with soy inks. 

The Jar Tree uses a lot of the colour brown and they use ribbons and other crafty aesthetics. This appeals to a very select customer range and i don't think it enough of an audience when they have the potential to be reaching many more people. Just because they are eco doesnt mean they need to brand themselves as 'twee'.

These shelves are not as visually exciting as they could be, they use nice jars but the labels are not exciting and not even eco, white bleached paper is used which is not good for the environment even through they are trying to make the labels look like they are eco. 

SUCCESSFUL BRANDING

Planet Organic is based in London and has a number of shops around the city, although they are not zero packaging, they are a health food shop and have eco intentions, I like their branding as they incorporate a bold sans serif font in black and white which i think looks fresh and contemporary and doesn't scream 'eco worrior'

Unpackaged is a zero packaging shop based in London, their branding is also sleek and monotone, and they don't shout about the fact that they are eco friendly. I really like their illustrations in their guide to shopping zero, they are simple but effective in delivering the message. I would like to do something similar for my branding. 

COP3 PRACTICAL BRIEF

For the practical element of the module i am following on from my research into sustainable design. I have been looking into greenwashing and how companies manipulate people into thinking that their products are sustainable in some way. I want to create a product that appears to be sustainable using the methods i have examined such as using certain colours and language, but is actually not that sustainable and uses unnecessary packaging methods.

I had a crit of our ideas so far and i presented to the group my current idea to create this unsustainable packaging. After talking in depth about my research and the idea, the feedback i received was that i should scrap the packaging idea as the fact that its unsustainable goes against the whole ideas and ethics behind sustainability. they said i should find another way to address this issue without going against its core values. We started talking about my research into zero packaging products. And they decided that instead of creating a product i should create the branding for a zero packaging shop. 

I have rewritten the brief to fit my new idea as the last one was specifically for a sustainable product not a brand. 

ZERO WASTE SHOPS

Zero packaging shops are popping up around the world in protest to the amount of packaging that most products have. These shops encourage you to bring your own reusable containers and put their products in them to be weighed and then taken away. 

POLITICAL CAMPAIGNS

Obama Hope Campaign

Designed by Shepard Fairey this poster has been successful for the Obama Election Campaign due to its powerful, radical look. The poster uses patriarchal colours and includes the word 'hope' signifying what Obama would bring if he was elected. 

NHS PUBLIC HEALTH CAMPAIGNS

NHS Swine Flu Campaign

This campaign features a humorous picture of a man mid sneeze, it is quite disgusting to look at due to the spray coming from the sneeze, but it is trying to highlight how the virus spreads and why people need to address the issue. It is successful at making people think about the issue and the striking image along with the slogan 'Catch it. Bin it. Kill it.' The poster uses a big image to address the issue as well as a powerful paragraph stating the facts of how your virus can spread and how to stop it. and also places you can find out more information.
This campaign is successful because it gives out information that people otherwise didn't know about the risks about germs and how long they can last. It also helps to increase skills in order to prevent these germs spreading.

 NHS Skin Cancer Campaign

This campaign is successful in raising awareness about skin cancer as it tackles the belief by so many young girls that they need to have a tan to look good and it increases the knowledge of the risks. It also changes motivations and attitudes of these young girls and it will make them think differently about using sun beds in the future by showing the damage it can do to the skin. The ad also tries to change the social norms  and help people to take a step back from using sunbeds.   

NHS Drinking Campaign

This campaign uses facts about drinking that people may not know and will try and change the public opinion on drinking. By focussing on weight it will also change the motivations of people to stop drinking which will get more people involved. 

GREENWASH EXAMPLES

Coca Cola Life

Coca Cola brought out a lower calorie brand of the drink with green branding. It seems the company think that making the label green will automatically make it more sellable to the consumer. 

Huggies Nappies

The whole aesthetic of this packaging makes people believe they are buying an eco friendly product. From the green colour and green trees and grass in the background, to using words like organic and claiming to contain natural ingredients like aloe and vitamin E. Huggies nappies class themselves as natural and claim to use natural sources but this hides the fact that it is a product that is used once and then thrown away as landfill, they cannot be recycled. Yet again they make the packaging green to make people automatically think of them as green sitting a smiling baby on green grass with green trees in the background. 

Aquafina Water

Aquafina claim that their bottles are eco friendly because they use 50% less plastic, but this covers the fact that they are using unnecessary plastic when water can be contained in a reusable container. Also the energy required to make these plastic bottles and transport them around the world is very unsustainable so they do not have the right to class themselves as eco.


FIJI Water

Fiji water brands itself around a natural picture of beautiful flowers and leaves and blue sky and water. This disguises the fact that it takes 450 years for a plastic bottle to break down. It calls itself Fiji water but 47% of Fijians don't have access to clean drinking water. This is enhances as the bottles a shipped all around the world making their carbon emissions even higher. 

McDonald's

In order to rebrand itself in a better less greedy, McDonald's changed its iconic colours from red and yellow to green. This symbolises their new eco friendly sustainable intensions.  They have brought in sustainable coffee and soya aswell as advertising the fact that they use locally sourced meat from small scale farmers. 

General Motors 

In the 1980's General motors released a line of cars called Geo and claimed they would plant a tree for every sale. The good from one tree will never cover the destruction the carbon emissions from cars will do. 

Green Label Paper Plates

Paper plates are an unsustainable product, when food could just be put onto a reusable plate instead of one that is just going to be thrown away after one use. This packaging states that 'made fro 100% paper, a renewable natural resource basically phrasing that they are chopping down trees in a nice way. 

Innocent Smoothies

Innocent smoothies pride themselves on being sustainable but got criticism after it was found out that their fruit was actually transported hundreds of miles by lorries across the continent into Britain. The tropical fruit comes all the way from South America. They have since changed the information about transportation on their website saying the try and import their fruit the best way they can with the east carbon emissions. 

7UP

This campaign is very misunderstanding showing a can growing on a tree. saying that 7up is now 100% natural when what it means is only the flavours are natural and the product actually contains ingredients that are bad for the environment and your body such as high fructose corn syrup. Also, giving the impression that aluminium can grow on a tree like fruit is also another greenwashing promise that is just downright ridiculous. 

Volkswagen 'Clean Diesel'


VW states that their diesel cars are clean diesel  this is completely impossible, diesel is diesel no matter how efficiently the car runs it is still polluting unless it is electric or something. This campaign came after the company was scrutinised because of an emissions scandal. They obviously created this campaign to draw back in lost customers. The advert does not mean the actual diesel is clean it means the car uses it efficiantly but it misleading to the consumer.