A healthy brand
Healthy brand design starts with honesty — not aspiration dressed up as values. We’ve watched too many briefs arrive wrapped in sustainability language that dissolves the moment you press on the strategy underneath it. A healthy brand isn’t greener or louder; it’s structurally coherent, and that coherence is what we’ve been designing for since 2004.
By now, sustainability has become an annoying buzzword, and even big brands have started to abuse it in their advertising. Nothing new—advertising and corporate communication will always pick up buzzwords for their claims – just remember eco back in 2005.
By now, sustainability has become an annoying buzzword, and even big brands have started to abuse it in their advertising. Nothing new—advertising and corporate communication will always pick up buzzwords for their claims—just remember ECO back in 2005.
This is the reason we need a new and even more clear direction that will be hard to fake into simple claims. Sustainability will always be:
about the impact on society,
the local economy,
and the environment.
I do believe sustainable brands will be the only way to go as soon as people truly understand the impact of non-local brands. The worst thing we are currently doing is transferring goods. This is a real problem. Avoiding local resources and production got us into this in the first place. Coming up with buzzwords like eco, recyclable, sustainable, etc. does not help; it just makes us feel better. Just remember how they all talk about how eco-friendly, biodegradable, recyclable—insert a word—plastic is okay. It took us 10 years to understand that NONE of the plastic is okay. NONE. In the past 50 years, the industry has moved from earth-friendly resources to environmental-impact ones just because plastics are user-friendly.
Sustainable brands are becoming increasingly popular in today’s market. Sustainable brands are those that are committed to creating products and services that are both environmentally and socially responsible. Sustainable brands are focused on using resources responsibly, reducing waste and pollution, and creating long-term solutions to environmental issues. Sustainable brands are a healthy choice for consumers because they are designed with the environment in mind. Sustainable brands are dedicated to creating products that are made from renewable and recyclable materials, as well as minimizing their carbon footprint. By purchasing from sustainable brands, consumers can feel good knowing that their purchase is helping to reduce their impact on the environment. Sustainable brands are also committed to creating products that promote healthy lifestyles. Many sustainable brands are focused on creating natural, organic products that are free from harmful chemicals and preservatives. By choosing to purchase from sustainable brands, consumers can rest assured that their purchases are not only helping the environment but also promoting a healthier lifestyle. Finally, sustainable brands are focused on creating long-term solutions to environmental issues. Sustainable brands understand that their products and services must be designed with the future in mind, and they strive to create solutions that are beneficial to both the environment and society. By investing in sustainable brands, consumers can help create user-friendly brands.
Yes, user-friendly. We are the plastic-wrapped generation that constantly believes we have no time. So we need to use a user-friendly solution to help us save time. True, it is good in some areas, but in others, it has a horrible effect on our environment. Just because it is easier to use does not mean we should!
Well, to hell with us users! Let’s try something we used to do that was earth-friendly. Brands, therefore, will become sustainable, but with a new definition: a sustainable brand is a healthy brand. Healthy towards users, healthy towards the environment, and healthy towards production. And, just as your health needs allow, so does eco-friendly living.
So, let’s build healthy brands.
PS: If you did not understand, I suggest you watch Walle with your kids again.
What Healthy Brand Design Actually Demands
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12 Proverbs
Design wisdom proverbs don't come from books. They come from the gap between what a client asked for and what they actually needed — a gap we've been navigating since 2004. These twelve distillations aren't motivational. They're diagnostic, drawn from real projects where design wisdom proverbs were the only honest way to say what went wrong, or right.
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