The initial brief is to develop a core visual identity for the cup label -
– we need a design that can accommodate different messages whilst maintaining brand identity. So initially we are looking for 3 designs for the 3 projects we are supporting. The cup label design should represent the 'story' - see attached 'Design Brief'. Be creative in terms of the words and images that are used. A suggestion is perhaps the Illustrations can incorporate a plant and/or animal of significance from the relevant project.
The cup labels that represent the various projects and general initiative should be instantly recognizable – ‘look, that’s one of those cups’. Whilst colors or design may clearly distinguish the 3 projects over 3 labels, the vibe should be consistent. The vibe should be positive, smart, new, honest - we encourage a 'fun' injection if congruous.
We want the cup to take the viewers eye from afar, draw it into the story, and then around the cup in a direction to the 'punch line' - whether that may be within the graphic, or perhaps some text, or combination. We want to create some intrigue, raise questions, incite a desire to know more – The climatefirst.org/gozero URL runs needs to be included somewhere. The logos should not be too prominent - perhaps ‘stacked’ along spine of cup so as to leave as much space as possible for the illustration.
The GOZERO cups are directed at urban takeaway coffee drinkers – the challenge is to raise awareness about the impacts of consumption on the environment and help individuals know that they are part of the solution to create a sustainable future.
Micro‐donations in each cup make it easy to help the environment in a direct and simple way. We want to focus on the great projects we support and the environmental and social benefits that can be achieved by working together.
GOZERO represents a journey we all need to take one step at a time. The brand essence is “i care”, our core pillars are Action, Connection & Trust (ACT).