Making packaging disappear.
Conventional wisdom dictates that a brand should be defined by what it is, not what it isn't. But when what it isn't is one of the world's biggest problems - plastics - that's OK. (Particularly when what it is, is seaweed).
From the Skipping Rocks Lab start-up, Notpla is an edible, biodegradable material made from plants and seaweed. It can be used directly to replace plastic cups at sporting events, festivals and private parties, as well as sachets for condiments, and can be made into thin films or a coating for cardboard to create a wide range of products.
We joined its design engineers and backers to create a name and brand that would leave people in no doubt about its potential value to the world.
WHAT WE DID
Notpla is created to be a simple, bold definition of who they are: not plastic, but a completely new thing. Notpla is more than just a brand but also the name of its revolutionary material.
The brand's core mission: to make plastic disappear. So the animated logo reflects a vessel that can be filled with water and when it is emptied, the exterior disappears, just like its packaging.
The tone of voice is simple, pared back, direct and bold. Notpla is built on the idea that its products will change the world. With such a bold and brave intention at the core of the brand, the only way to communicate this is in a simple and clear way, without being shy and overcomplicated. Our name itself reflects this approach.
Notpla was trialled in 2019 at the London Marathon with Lucozade and London Cocktail Week and since formed a partnership with Just Eat and Unilever to provide more sustainable food packaging, whilst creating a new and exciting experience for customers.
The little Notpla sachets make a big contribution toward cutting down on single-use plastic, giving consumer brands a significant advantage as audiences make more conscious choices about where and what they eat today.
Imagery and film credits: