This project was done at IED Milan, Italy in collaboration with Landor Associates Milano.
NOVAMONT
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Novamont is one of the symbols of the Italian green economy and
European bio-economy, in the constant search for perfect integration
between chemistry, environment and agriculture. A series of scenario
factors as well as external and internal changes, make the brand an
important strategic asset for the future of Novamont.
AMBITIOUS VISION
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Encouraging a new model of sustainable development and promoting
the transition from a product economy to a system economy, from a
dissipative approach to resources towards a conservative one, through
the use of renewable sources for the production of bioplastics for
specific low environmental impact applications.
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THE AGENDA
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We wanted to make the brand very visible and attractive in order to transmit
messages and information, while causing emotion and persuasion at the same time.
WHO SAID BLUE ECONOMY WAS BORING?
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INTERACT, EXPERIENCE AND LEARN
BY DOING YOUR BIT FOR THE ECOSYSTEM
CONCEPT
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'OUT OF THE BOX'
Think 'Out of the Box' is a metaphor that means to think
differently, unconventionally or from a new perspective.
This phrase mainly refers to novel or creative thinking.
THE NINE DOTS PUZZLE
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The notion of something outside a perceived 'box' is related to
a traditional topographical puzzle called the nine dots puzzle.
The puzzle proposes an intellectual challenge—to connect the dots by drawing four straight,
continuous lines that pass through each of the nine dots, and never lifting the pencil from the paper.
The conundrum is easily resolved, but only by drawing the lines outside the confines of
the square area defined by the nine dots themselves. The phrase think 'out of the box'
is a restatement of the solution strategy. The puzzle only seems difficult because people
commonly imagine a boundary around the edge of the dot array. The heart of the
matter is the unspecified barrier that people typically perceive.
Our brand concept is built around this idea of
'OUT OF THE BOX' lateral thinking.
We created a dynamic brand system in order to be
consistent with the complexity and activity of the company.
Logo – Master brand
Corporate Profile Book
Stationary
Business Cards
Logo – Product Brand
House recycle bins
Bio-plastic bags made of Mater-Bi for supermarkets
Web – Novamont
Web – Mater-Bi
INNOVATIVE TOUCHPOINTS
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INSIGHT #1
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“Children don’t know about recycling, bioplastics or biodegradable.”
Gaming has entered into the classrooms. Modern teachers involve their
students with educational games and applications.
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APP
RECYCLE NINJA APP : Game for kids and adults to learn about recyclying and the environment in a fun way.
The idea is to simply drop each garbage item into it's respective recycle bin.
The game educates in a fun way.
INSIGHT #2
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“I wish I could find more natural products for my every day life.”
“For me ecological needs to be easy, simple and cheap.”
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SCHOOLS STRATEGIC PARTNERSHIP
Developing bio-based products commonly used at schools.
INSIGHT #3
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“My baby puts everything in his mouth.”
“I throw from 4 to 9 diapers into the garbage every day.”
Studies show the link between BPA and cancer. It’s currently used in a
lot of baby products.
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BABY PRODUCTS STRATEGIC PARTNERSHIP
Developing bio-based products for babies.
INSIGHT #4
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"What the hell is Mater-Bi?"
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INTERACTIVE LOGO
Get to know Novamont and Mater-Bi (Invitation poster)
City Wall Installation – to be placed at various spots in the city.
Give-away free gadgets made of Mater-Bi, that people can interact with.
Thanks for watching!
This project was done in collaboration with Landor Associates Milano.
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Co-credits: Gabriele D'Asaro, Alejandra Lazo
Nathalie Hakansson, Wendy Muñoz Sanchez
