Challenge
World Centric is a "unicorn" brand that sells high quality certified compostable products while supporting global grassroots social and environmental organizations. The company and its Founder are passionate about creating innovative approaches to the environmental challenges of disposable packaging while inspiring people to change their behavior around consumption and waste.
After a thorough review of its marketing strategy, World Centric realized a new brand identity, packaging and marketing was needed to better integrate their diverse portfolio of compostable products into their mission and ethos. The brand identity would have to work across wholesale trade sales support, retail packaging, corporate communications and while addressing topics such as waste, climate change and social issues.
The challenge was to create an identity that would appeal to a broad range of trade customers as well as resonate with consumers and be distinctive against the competition.
After a thorough review of its marketing strategy, World Centric realized a new brand identity, packaging and marketing was needed to better integrate their diverse portfolio of compostable products into their mission and ethos. The brand identity would have to work across wholesale trade sales support, retail packaging, corporate communications and while addressing topics such as waste, climate change and social issues.
The challenge was to create an identity that would appeal to a broad range of trade customers as well as resonate with consumers and be distinctive against the competition.
A brand assessment determined what was necessary to streamline and extend the brand name across multiple channels of communications and audiences.The need to update the brand mark and messaging was critical, particularly as an opportunity to amplify the awareness of their mission – to make an impact through global grassroots projects that promote social and economic development, environmental education, and waste reduction.
A new brand positioning was developed, along with the brand promise that World Centric is "For A Better World." The “Aseema” character in the packaging acts as an extension of this promise as she plants a tree in the environment, clearly conveying the brand’s core message through a simple, yet bold icon, color palette and clean, un-cluttered feel.
The core brand identity has been extended through a variety of applications, from collateral to signage, web site, digital advertising and retail promotions.
A new brand positioning was developed, along with the brand promise that World Centric is "For A Better World." The “Aseema” character in the packaging acts as an extension of this promise as she plants a tree in the environment, clearly conveying the brand’s core message through a simple, yet bold icon, color palette and clean, un-cluttered feel.
The core brand identity has been extended through a variety of applications, from collateral to signage, web site, digital advertising and retail promotions.
Results
The new identity has been enthusiastically accepted at all touchpoint of the brand and continues to represent the brand as one of the leading B Corp brands in the market.