In 2018, the Deloitte Millennial Survey found that 75% of Millenials and Gen Z believe leaders/business focus on their own agendas rather than considering the wider society.
The Haas School of Business at Berkeley in California found that among millenial consumers, “more than 9 in 10 millennials would switch brands to one associated with a cause.”
The Issue
Millenials and Generation Z have been identified as the last generations who can make meaningful strides to improve Earth’s climate before we pass the point of no return.
The Product
Millenials and Generation Z, who currently compromise most of the young adult market, are currently reaching early adulthood and beginning the search for living accomodations and new home goods.
Creative Direction
I started by defining the range of products that BottleCloth would offer, and what features these products would have that would differentiate them from similar products on the market. Then, I developed a tagline, brand personality, and target audience that BottleCloth could use to successfully market itself.
Product Line
Shower & window curtains
Ponchos
Umbrellas
Wall tapestries
Tablecloths
Floor mats
Product Features
Spill resistant – no throwaway waste
100% recycled to remove plastic from landfills and ocean
Variety of modern patterns that can be matched across the product lines
The Tagline
Join the bottle revolution.
Brand Personality
Optimistic
Transparent
Innovative
Competitive Analysis
Before creating any visuals, I conducted market research to see what other brands are offering either similar products or communicating similar brand values.
Joco
Baggu
TOMS
Brand Guide
Colors
Tide Blue
Terra Green
Sunlit Orange
Grey
Black
Type
Logo
By creating a logo composed of an icon and wordmark, the two components can be used independently or together. This makes the identity much more flexible for different contexts of use.
Horizontally stacked wordmark with icon
Vertically stacked wordmark with icon
Wordmark with tagline
Icons
The face of the brand mascot, BottleBot, is used to develop a friendly and inviting character that invites the typical consumer into the world of sustainability, which can often feel complicated and filled with engineer jargon. BottleBot warmly reaches out to younger generations to be part of the no-plastic movement early on.
Full color
Single PMS color
Black on white
White on black
Information Architecture
Since transparency is one of our brand traits, we wanted to make our users feel as empowered and knowledgable about our recycling process as possible. We created a simple, 3-step graphic that explains the BottleCloth recycling process.
Brand Mascot
To help visualize the BottleCloth recycling process, and to craft a more memorable brand experience, a personified mascot was created.
Meet BottleBot, our recycling representative who is here to show you the fun of using sustainable goods in your home. His head, which is abstracted from the form of a bottle, is used as the logo icon and a main part of the identity. BottleBot's body interface is divided into 3 pieces, parallel to the 3-step flow of recycling, and helps explain how BottleCloth takes old plastic and turns it into new products.
rendered in 2D
rendered in 3D
Motion
Can be used to show bottle-to-cloth recycling process.
Can be used at any angle in 3D space
Collateral
BottleRewards Kiosk
BottleCloth is about more than selling products, and to prove it, we are installing 100 BottleRewards kiosks across the United States for our first year.
These kiosks function similar to IKEA’s lightbulb recycling program – they allow anyone to walk up, insert a plastic water bottle, and earn a reward for their efforts in the form of a monetary coupon voucher.
Sequence of Screens
Printed Voucher
Packaging
Since BottleCloth’s products are made from recycled material, the packaging should also be waste free while effeciently protecting the consumer’s purchase.
Packaging would be printed on 100% recycled linen cardstock, available through common paper suppliers. Printing would be done with soy inks, which are not petroleum based like typical inks.
