Climate Transparency For Conscious Consumers And Companies.
INDUSTRY
Sustainable-tech
CLIENT
Reewild
STRATEGY
Brand Strategy
Iterative Design
Information Architecture
User Journeys
OUTCOME
Design System
Mobile application
Consumer-facing Website
Brand Identity
TOOLS
Adobe CC
Canva
Miro
Unicorn Platform builder
In A Nutshell
Consumers want to embrace sustainable food choices. However, it is difficult for consumers to transition due to misinformation and prevalent greenwashing in the current market. With food production responsible for around 37% of greenhouse gas emissions, It has never been more important to be transparent about the environmental impact of the food we produce and consume. Carbon footprint labelling is one emergent way to give consumers the information they want.
How might we create a digital ecosystem beyond carbon labelling to educate consumers and help them make empowered food choices?
Impact
50k
Tonnes Of CO2e Tracked
120k
Trees Planted
40k
Tonnes Of CO2e Removed
Design Strategy
My limited understanding of the sustainable tech industry meant I needed to gain a more holistic understanding of the challenges faced by consumers and organisations to go carbon-neutral, so I buried myself in academic research and literature.
Throughout the project, I conducted interviews, workshops and surveys using ethnographic research methods and participatory design methods with potential users, carbon calculation specialists and sustainable producers.
Key Insights
My research revealed one important insight. Consumers felt they needed access to bite-sized educational resources. While building a digital environment for Reewild, we kept in mind a few key practices that were applied to every vertical that formed the brand's core values.
Mobile App
Although I overhauled the existing web app, I used the knowledge gathered during research I did for the web app and used it as a starting point to look at MVP use cases.
The goal was to simplify the experience, minimise the learning curve and empower people to take climate action.
Marketing Website
Creating a simple design language was imperative as I expanded on their existing website. We used Unicorn Platform, a no-code setup, to design the marketing website. This setup allows the team to publish content rapidly.
Through a series of iterations, I created a clean, bold website that showcases Reewild's current impact and connects with its ever-growing community.
Brand Identity
After many iterations, a simple 'r' letter mark and a lowercase wordmark were chosen to cater to conscious consumers and sustainable business practices. The lowercase highlights the brand's approachability, while the leaf conveys its sustainable roots.
The lively palette and quirky yet geometric patterns evoke a sense of movement and dynamism, emphasising Reewild's core values of climate positivity, growth, collaboration and education. To wrap it up, this language is underpinned by a style guide that helps Reewild's marketing team maintain consistency across platforms.
Before Rebranding
After Rebranding
Reflections
Collaborating with a three-person startup from London brought a refreshing change of pace to my design journey. Observing the project evolve from its initial web app concept to a fully operational website and application, complete with a well-defined brand identity and compelling message, has been highly fulfilling.
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As a sole designer, I had the opportunity to navigate through various roles and responsibilities that allowed me to help contribute to the project's success. I learned the art of balancing customer satisfaction to align with business goals and occasionally having to make the tough call of parting ways with a couple of features.
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The iterative nature of design echoed throughout the process. Designing engaging and intuitive interfaces for data-heavy content required creative ways to present data without sacrificing usability.
In essence, the Reewild project symbolises the intersection of climate awareness and intuitive design, a testament to how diverse expertise converges to make a meaningful impact.