R-Earth
Award-winning design - straight from the landfill
Award-winning design - straight from the landfill
International Compost Corporation approached us to brand an interesting new product - fertilizer / compost / plant food derived from landfill garbage.
The project was, in essence, building a brand from the ground up. We were setting pricing and distribution models, inventing a new name, developing pack sizes, and determining how the brand should be positioned vis a vis the competition.
Creating the name R-Earth was key to our journey. It was conceived to work on many levels: first, as a possessive - this is our earth; second, as a trademark - the R representing 'registered'; and finally, as an umbrella for future companies - R-Energy, for example.
Given the product's premium price, we positioned it as the Method of compost - a product that should reside on the counter of downtown apartments, not in a suburban garage. For that reason, I partnered with internationally renowned designer Vanessa Eckstein to develop the logo and graphic design that would bring beauty to an otherwise mundane category.
R-Earth represents a basic belief I hold: unless something is beautiful, consumers will not spend the time necessary to discover it is virtuous. And R-Earth's beauty was certainly appreciated - the packaging won at virtually every North American design show, including CA, New York Art Directors and the Coupe Mondial. And to date, it has appeared in 3 hardcover design books.
Not bad for dirt from a landfill.
The project was, in essence, building a brand from the ground up. We were setting pricing and distribution models, inventing a new name, developing pack sizes, and determining how the brand should be positioned vis a vis the competition.
Creating the name R-Earth was key to our journey. It was conceived to work on many levels: first, as a possessive - this is our earth; second, as a trademark - the R representing 'registered'; and finally, as an umbrella for future companies - R-Energy, for example.
Given the product's premium price, we positioned it as the Method of compost - a product that should reside on the counter of downtown apartments, not in a suburban garage. For that reason, I partnered with internationally renowned designer Vanessa Eckstein to develop the logo and graphic design that would bring beauty to an otherwise mundane category.
R-Earth represents a basic belief I hold: unless something is beautiful, consumers will not spend the time necessary to discover it is virtuous. And R-Earth's beauty was certainly appreciated - the packaging won at virtually every North American design show, including CA, New York Art Directors and the Coupe Mondial. And to date, it has appeared in 3 hardcover design books.
Not bad for dirt from a landfill.
