Strategy & Positioning
Copywriting & Tone of Voice
Globally, billions of single-use plastic plant pots are produced each year, with millions sadly ending up in landfill—the garden industry’s dirty little secret. Once in landfill, they take an average of 450 years to decompose.
The Wool Pot is an ingenious solution to this global problem; the world’s first fully biodegradable plant pot made of 100% recycled New Zealand wool. Once planted, it naturally breaks down into the soil within weeks, leaving no trace. In the process, the material properties of the wool cleverly add nutrients back into the soil protecting plant roots and ensuring healthy growth.
We gave a face to this purpose-driven brand—an iconic character that efficiently reads as both a sheep’s face and a plant pot. The eyes playfully elude to seeds while the outer wool shape also suggests a flower. The identity utilises one colour and is playfully used in positive and reversed, a nod to black and white sheep.
The identity is extended through the use of woolly graphic shapes that are used to frame imagery as well as key messages in a bite-sized and engaging manner.
More plants, less plastic!
Gold Pin — Best Awards