It’s not exactly common practice to define a brand by what it isn’t. But when what it isn’t is one of the world’s biggest problems – plastics – that’s OK.

Notpla

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##### In brief

 
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. 

 
Notpla products bring a new dimension to how we think about packaging. From sachets, pipettes and pearls to cardboard coating, film and paper that ensures a circular way of using the entire seaweed plant, Notpla’s far-reaching range of products push the boundaries of packaging innovation. A portfolio of truly biodegradable solutions that revolutionise the way consumer products are packaged, using one of the world’s most abundant sources of biomass. 

 
To date, 1.3 million Notpla coating takeaway boxes have saved 3.4 tonnes of plastic – that’s equivalent to 562,250 plastic bottles. 

 
In 2022, Notpla won the Earthshot Prize, the world’s most prestigious environmental prize, founded by HRH Prince William and The Royal Foundation. Inspired by JFK’s Moonshot, which united millions of people around the goal of reaching the moon, The Earthshot Prize aims to catalyse an Earthshot challenge to urgently encourage and scale innovative solutions that can help put the world firmly on a trajectory towards a stable climate, where communities, oceans and biodiversity thrive. 

 
Recognised at a ceremony in Boston, the award positions Notpla as a ground-breaking solution to repair and regenerate the planet, with a $1.2million prize fund to further innovations. 

 
*Imagery and film credits:* 
The Mill 
Intraspectrum Studios 
Riverush 
David Lineton 
Studio Wilma

Cannes Lions 
*Grand Prix* - Design

 
FastCo Innovation 
*Honourable Mention*

 
New York Festivals 
*Silver* - Best Green Packaging Design 
*Silver* - Best New Green Product Design 
*Bronze* - Packaging Design

 
Dieline 
*Editor's Choice*

 
FAB 
*Gold*

 
One Show 
*Green Pencil*

 
ADC New York 
*Best in Discipline* - Product Design 
*Gold* - Design For Good-Product Design 
*Silver* - Design fo Good-Packaging Design 
*Bronze* - Brand/Communication Design

 
One Show 
*Green Pencil*

 
Green Good Design Award 
*Winner*

Notpla is a packaging startup whose edible, biodegradable material is made entirely from plants and seaweed. 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. Winner of Cannes Lions Grand Prix and Prince William’s Earthshot prize, recognised as a ground-breaking solution to repair and regenerate the planet.

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Creating a brand for Notpla, a bold definition of who they are: not plastic, a revolutionary material on a mission to make packaging disappear. Winner of Cannes Grand Prix.

Design Bridge and Partners | Notpla

Superunion and Design Bridge come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design Bridge and Superunion come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

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Notpla

It’s not exactly common practice to define a brand by what it isn’t. But when what it isn’t is one of the world’s biggest problems – plastics – that’s OK.