Interview about Ecohiny Branding, winner of the A' Graphics, Illustration and Visual Communication Design Award 2024
Can a toilet paper brand be cool and fun? EcoHiny is 100% organic bamboo, FSC certified and as eco-friendly as possible. The brand symbol is a peach, colors and typeface choices reflect the fun, natural and the soft nature of the product. Aim was to differentiate the brand from others on the market by using a unique color palette. Deep blueish green hue, paired with peach, gives a playful personality, also conveys a sense of eco-friendliness and sustainability. These design choices communicate with the target customer group instantly and creates a bond between the brand and the customer.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsOur approach to Ecohiny Branding aimed to break away from conventional sustainable product aesthetics by creating a playful visual language. By selecting a peach as the brand symbol, we tapped into a modern, cheeky association, emphasizing the product's fun nature. This innovative visual strategy highlights Ecohiny's commitment to sustainability while making the brand stand out with charisma and humor, finding a response in the target customer group
The deep blueish-green paired with peach in Ecohiny Branding was inspired by the need to break free from the typical bright green associated with eco-friendly products while still conveying sustainability. The blueish-green evokes a sense of freshness and nature, appealing to environmentally conscious consumers, while peach introduces an element of playfulness that aligns with the brand's quirky personality. This distinct combination resonates with our target audience, who values both sustainability and a fun, modern brand experience, fulfilling their expectations for an eco-friendly product that stands out from the rest.
The decision to diverge from the standard bright green tones was strategic, aiming to carve a distinct identity for Ecohiny in a saturated market. By choosing a deep blueish-green and peach palette, we created a visually unique brand that challenges traditional norms. While this approach risked alienating consumers who associate green with eco-friendliness, the reward is significant: a memorable and differentiated brand that captures attention, engages consumers, and conveys a fresh perspective on sustainability. This strategy aligns with the modern consumer's desire for innovation and personality, offering Ecohiny an opportunity to build strong brand recognition and loyalty.
To balance Ecohiny's playful identity with its serious environmental message, we were intentional in our design choices. While the brand elements like the peach symbol and unique color palette introduce fun and playfulness, they are anchored by the product’s strong eco-friendly credentials, such as its use of 100% organic bamboo and fully recyclable packaging. We incorporated clear, accessible information about these sustainable features on the packaging, ensuring transparency and reinforcing the environmental benefits. Additionally, the modern sans-serif typeface and clean design layout enhance readability and underline the product's commitment to sustainability, integrating fun with a responsible message.
To maintain brand consistency across various materials for the Ecohiny Branding project, we paid meticulous attention to color matching during production. We began by establishing a precise color palette with clearly defined Pantone references to ensure uniformity. Working closely with suppliers, we conducted tests on different substrates to observe how colors appeared in real-world conditions, allowing for adjustments as needed. Calibration of printing equipment was another crucial step, ensuring that hues were consistent whether on packaging, promotional materials, or digital platforms. Regular quality checks throughout the production process ensured that the colors remained true to the original design, maintaining the cohesive visual identity that the brand demanded.
The digital retail environment significantly influenced the design decisions for Ecohiny Branding by emphasizing the need for clear, impactful visuals and concise communication of features. In e-commerce, consumers often make quick decisions based on how a product presents itself visually. Therefore, we prioritized a minimalist design that highlights key product features prominently, ensuring they are instantly recognizable and easy to read on digital screens. This approach helps to capture consumer attention in the crowded online marketplace. Additionally, we optimized the design for scalability, ensuring that all elements remain clear and compelling across different devices and screen sizes, enhancing the overall user experience and reinforcing brand credibility.
During the year-long development of Ecohiny Branding, several pivotal moments and iterations were crucial in shaping the final design. Initially, gathering insights during the research phase highlighted the common use of bright green in the industry, which led us to select a distinctive color palette. A significant iteration occurred during focus group testing, where feedback indicated that while the vibrant colors were engaging, additional clarity on the eco-friendly attributes was needed, prompting us to enhance the visibility of product features. Another key moment was refining the minimalist aesthetic to ensure maximum visual impact on digital platforms, which involved multiple rounds of adjustments to simplify and emphasize essential elements.
In Ecohiny Branding, the choice of a modern sans-serif typeface was strategic to reflect simplicity and approachability. The clean lines and straightforward design of the font align with the brand's playful yet professional personality, making it suitable for conveying a sense of trust and reliability. This typeface choice ensures legibility, which is crucial across various touchpoints, especially on digital platforms where quick readability is key. By featuring the product name prominently in a large font, we strengthened brand recognition, ensuring it catches the eye on platforms like Amazon. Overall, the typography supports effective communication by harmonizing with the brand’s visual elements, reinforcing Ecohiny's contemporary and eco-friendly identity while facilitating clear and engaging consumer interactions.
To balance Ecohiny's eco-credentials with modern appeal, we used natural motifs such as real bamboo in the product photos and brand communication while ensuring key features like "100% organic bamboo" were prominent. Sleek typography and contemporary graphics conveyed modernity. These were consistent across channels, enhancing both appeal and recognition. This approach communicated sustainability clearly and created an engaging, fresh brand identity for eco-conscious consumers.
The Ecohiny Branding approach could influence sustainable product branding by demonstrating how to balance eco-credentials with modern appeal. It highlights the importance of clear communication and engaging design to attract eco-conscious consumers. Designers can learn to prioritize transparent messaging of sustainable attributes while maintaining a fresh, approachable aesthetic. Emphasizing consistency across various platforms and using distinctive visuals can also set a brand apart in the sustainability market.
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