CHALLENGE
Terraw’s brand was born from a reflection about the amount of garbage generated by the society and a concern with nature in general. The business model consists on offering sustainable packages to restaurants that work with delivery, take away and other events. The packs are produced with biodegradable and compostable materiais made of plants, such as sugarcane and wheat straw. Winner of Brasil Design Award 2020.
PROJECT
CLIENT
YEAR
The brand’s design was inspired by the Circular Economy concept, that follows the principle that everything that comes from earths, comes back to earth. The logo’s creation was inspired in plants’ roots, that come from the land, turn into organic shapes and flourish with flowers and fruits. Without a beginning or an end, because everything its circular. The packages’ geometry was explored as graphic elements to bring an idea of movement and demonstrate the act of decomposition. These shapes were also used to create visual standards and images. Also, the color palette and typography was defined so that Terraw consolidates as a fluid, fun and natural brand.
During the process, we were able to collaborate with strategic points for Terraw, that improved the brand’s storytelling. The outcome was the creation of visual identity that is connected with the concept of circular economy. Also, the new brand enhances a competitive advantage in a segment that lacks strong sustainable alternatives. With the purpose to change people’s behaviour and offer a package alternative that Terraw was born. The new visual identity – fun, fluid and natural – arrived to prove that delivery has solution.
