Responses by OMSE
Background: Grounded is an innovative packaging company that supplies businesses with environmentally friendly packaging alternatives that have a core objective of increasing awareness around sustainability. The products are fully customizable and the pricing is based on the impact you make, not the amount you spend. The company provides biodegradable products that take 182 days to decompose and renewables that are 100 percent reusable or recyclable. Grounded wants to remove plastics from the supply chain and wants brands to leave nothing behind. The brief was to create a brand that both reflected these aims and clearly explained its product offering to other businesses.
Reasoning: We distilled Grounded’s core beliefs into the brand strategy “Leave Nothing Behind” with an identity that decomposes. Dissolving animations and product renders serve as visual tools to describe the lifespan of its products. We collaborated with Family Type who designed a decomposing typeface that embodies the company’s goals, and its customizable glyphs enable flexibility in situations where branding needs to be dialed down.
Challenges: Ensuring the brand remained distinctive when other businesses applied their own designs to the packaging. So, we created a system where you could dial up or down elements of the Grounded brand so it could remain prominent in a variety of scenarios.
Favorite details: The concept behind the identity.
Visual influences: We were inspired by graphic designer Wim Crouwel’s typography work, specifically his typeface for the Stedelijk Museum Amsterdam in 1968. The typeface strikes this nice balance between feeling digital and the idea of decomposing letters.
Anything new: In creating the typeface, we learned about contextual alternatives, a feature which enables alternate glyphs to be switched in through a process of glyph substitution. This feature enabled us to give the impression that the typeface was decomposing as you type.