Ecoceno
Making an eco-conscious brand stand out in the era of sustainability.
An eco-friendly alternative to single-use containers.
Ecoceno is a reusable food packaging service developed by Embal, a leading Portuguese packaging manufacturer, as an effort to reduce waste and extra costs.
With this new and convenient service, consumers can order food in reusable containers, either at the restaurant or through delivery apps, to enjoy waste-free meals at home. Then, they return the items to close the cycle. It’s simple, efficient, and good for the planet.
Ecoceno was built around environmental and economical sustainability, seeking to make a significant change in the food service industry. In Portugal, it presents itself as a pioneer brand with a strong vision for the future.
The Quest
Promoting behavioural change in a simple, positive, and impactful manner.
It was clear to us from the beginning that this wasn’t just about a new service, but also about a shift in people’s daily habits. As such, we kept the consumers’ needs and concerns in mind in order to produce effective communications.
At the same time, we knew we had to explain every step of the service as clearly as possible to avoid any unnecessary confusion and to let the service’s key advantages truly shine.
The Deed
Finding the unique value proposition to differentiate a naturally ecological brand.
Nowadays, being a sustainable brand is not enough. Not only are responsible business practices already an expectation, but greenwashing has shaken consumers’ confidence in such claims. That’s why we focused on presenting Ecoceno’s real environmental and economic impact.
The result of our work was a cohesive identity supported by sincere communications. As a whole, the visual elements and the copy reinforce the light and friendly tone we sought to achieve, while keeping a modern and fresh feel.
A new way of thinking calls for an airtight communication strategy.
What’s the challenge of presenting a completely new system? Having to explain it clearly to a very broad audience. We created separate messages for each stakeholder, including users and partners, that serve different purposes but work well together. To do so, we opted for a friendly but factual tone of voice, meant to inspire trust.
