brandopus

We were approached to give our thoughts on 'Green Messaging' and when it should be used, as part of an article published on Marketing Week today. See a little excerpt of the larger article below.

'Using sustainability to bolster a brand can only be successful if it is grounded from a consumer perspective and not as the lead message, according to Nir Wegrzyn, managing partner at BrandOpus.

The London based branding agency cites its recent work with Rowse Honey as a strong example of sustainability branding that hasn't alienated consumers with a radically different message. 

It redesigned all brand touchpoints from the core packaging to stationary, including wooden USB sticks for internal use, to put environmental needs and consumer wants on an even footing. 

"Core to the Rowse brief was getting across the brand's passion for honey, and by extension protecting the environment that honey is created in," says Wegrzyn. "We overhauled the structure and design of the Rowse jar, incorporating recycled glass. The eco-approach worked because it was believable that the brand would act in this way."'

Excerpt from a larger article published on Marketing Week.