Brand identity and Packaging for YouSea:
clean in a sustainable way
Reduction | Branding | Startup
Challenge
Reduce the consumption of plastic and the transportation of water found in cleaning products with eco-friendly products for B2B and B2C by developing a friendly brand system that reflects the company's vision and mission.
Result
Design of the brand identity and packaging for the eco-sustainable cleaning product line.
Client
YouSea
SDGs
The issue of plastic pollution in the oceans is a much-discussed topic today. The disposable culture has changed our lives by placing us in a comfort zone, but without considering the consequences. Designed initially as a long-lasting material, it does not dissolve in water but instead fragments into smaller pieces, contributing to the generation of microplastics that are impossible to recover.
Every year, 369 million tons of plastic are produced, which equals 53 kg per person on the planet. Of the total plastic produced, only a little more than 20% is recycled or incinerated, while the majority ends up in the sea. Currently, there are over 150 million tons of plastic in the seas, causing the deaths of one and a half million animals annually, including fish, birds, whales, and turtles.
If this trend continues, by 2050, plastics will outnumber fish in the oceans. This plastic also reaches us, as we ingest, on average, five grams of plastic per week—equivalent to a credit card—whose effect on our health is still not entirely known.
Born from the mission of cleaning the oceans and preventing the production of unnecessary plastic, YouSea, a Dutch company, produces concentrated tabs for cleaning spaces that dissolve upon contact with water, offering a lower environmental impact and a better ecological footprint. The transport cost of the concentrated tabs is also significantly better as it avoids the need to transport many bottles of detergents, most of which contain water. The result is a product that lasts longer, is innovative, and eco-friendly!
369 million tons of plastic are produced every year, which equals 53 kg per person. Only a little more than 20% is recycled.
In the phase of creating the brand identity, four essential aspects were identified: the product’s solubility, which technically makes it highly innovative, the ecological footprint as it drastically reduces environmental impact, the value of connection, which reflects both the connection between humans and the ocean and between YouSea and the environment, and finally, the ocean itself, the preservation of which is the mission and goal of the company.
For the design, all aspects of sustainability were considered, including the three Rs of sustainability: reduce/remove, reuse, and recycle.
Specifically, in the logo, a reduction of solid color areas was applied to minimize ink usage during printing. To further reduce environmental impact, a flat color, free from gradients or black percentages, was chosen. The entire supporting color palette, designed to identify product use in various environments, followed this approach.
The payoff “clean your world” conveys two crucial ideas: YouSea helps clean our world, but so do we through conscious choices.
A brand identity designed to reduce environmental impact, reflecting YouSea’s vision and mission.
The packaging was designed to be 100% sustainable. The base material used is FSC-certified recycled cardboard and can be completely recycled as it is free from finishes and inks that would hinder recyclability.
Each product line’s packaging (5 lines dedicated to Sanitary, Interiors, Kitchen, Floor, and Disinfectant) uses one single color and contains only the necessary information for product identification and conveying key values.
The color code used for the cardboard packaging ensures the products are both elegant and friendly, accurately targeting the intended market.
Packaging designed to be sustainable, from certified supply chains, and 100% recyclable.
Along with the cardboard packaging, ceramic dispensers, and aluminum sprayers have been developed—materials that are easily recyclable and necessary for cleaning purposes. The same rules applied to all YouSea materials were followed here.
