Normal trash bags biodegrade in a horrifying 700 years. These guys developed a bag that would completely break down in seven years. We created this brand from scratch—we named it and developed the identity, look, feel, playful tone/personality, packaging and marketing efforts. Within a year of launch, they were outselling the entire category of plastic bags (yes, all the other bags combined) wherever they were sold in retail.
To create the design elements, we scoured architectural salvage yards around the Bay Area for materials, loaded up a truck and photographed each piece individually to create a flexible library of assets we used to build the brand. We extended that into a website, advertising, packaging, video and everything in between.