Spreading Green Shoots: BECO
Beco, a brand empowering millennials to “be the change” through sustainable living. We developed a comprehensive brand identity, including strategy, a memorable name, a distinct voice, and eco-friendly packaging for their line of everyday essentials – from tissues and dishwashing liquid to garbage bags. All products prioritize biodegradability, catering to the growing desire for a greener future.
Challenge
The challenge was to bridge the gap between eco-conscious desires and everyday convenience for millennials. We achieved this by co-creating the brand’s core message: “responsibly enjoy a good lifestyle” through Beco’s sustainable products. This involved not only crafting the brand name and identity, but also developing a clear communication style and eye-catching design that resonated with this target audience.
Creative Solutions
To bridge the gap between eco-consciousness and everyday life for millennials, Procreate crafted Beco (“Be Ecofriendly”) with the ideology “greener choices, healthier tomorrow.” The brand mark depicts a shift to a sustainable future with grey transitioning to green. This simple yet impactful branding extends to Beco’s visual language and packaging design. We created a range of sustainable products like “Bambooee” tissues, all designed with nature in mind. The packaging itself tells a brand story, empowering customers and tying into print materials like brochures and catalogues. Beco’s launch wasn’t just about products, it was a movement brought to life.
Results
The brand resonated with consumers in the market, generating positive buzz and high demand. Beco’s initial success came through promotions at farmers markets and exhibitions, showcasing their products directly to eco-conscious customers. Interestingly, Beco discovered their products often outperformed non-biodegradable alternatives. Additionally, Beco claims to be the only brand in their range that utilizes entirely biodegradable packaging, solidifying their commitment to environmental responsibility.
