New Gen Straws

Branding, Marketing Materials

Strategy

Copywriting

Illustrations

Video

Visual Identity

Packaging

Photography

Content Creation

New Gen Straws was a sustainable straw initiative that explored solutions outside of plastic and paper.

Supplying straws that were made with a circular economy in mind, as production provided jobs for unemployed women. The straws themselves were made of leaves, bamboo, or wheat straw.

The visuals were designed to stand out and give the impression that quality, fun and colour wouldn’t be needed to be sacrificed just because it was sustainable.

R&D began the visual identity process for this project. The goal was to create an easily recognisable, consumer and commercial brand that would stand out amongst the sea of green and brown competitors.
The logo still incorporated the traditional ‘green’ inclusion of a leaf within the wordmark, however, also symbolises an upside down ‘bendy’ straw as the T.
The colours were chosen based on organic colours found in the wild, to show that nature is much more than just green and brown (which is commonly used for sustainability products).
Each packaging piece was sourced to be produced with recycled paper and non-toxic ink. Shrinking the harmfulness of its creation. Another carefully considered element was the choice of not using any plastic tape.
The imagery was loud and attention-grabbing, which I juxtaposed with outlined airy iconography, labels and badges.