Work
Brand and experience design for an eco-friendly product venture
Worthy
In Brief
In Detail
Challenge
Develop a visual tone and digital home for a start-up that encapsulates its new ethical and eco-friendly product line.
Outcomes
Established a new, modern visual language for the brand using illustration, photography, content, and blended design methods that resonate strongly with target audiences
Redesigned the product website and e-commerce flow, optimising for a mobile-first experience, ease of transaction, and engagement
A communications strategy, visual assets, and messaging that increased brand cut-through and product conversion with target audiences in Australia and for the brand’s international crowdfunding campaign
How it was done
Development of brand strategy plan with stakeholders
Brand strategy and visual enhancements
Brand art direction and photography
Website design and development
Communication strategy and rollout
Deep collaboration with the Worthy product design team
With a product made from 100% sustainably-grown sugarcane and produced with zero-waste manufacturing, local start-up Worthy has designed and developed one of the most eco-friendly drinks bottles on the Australian market.
Seeking to expand its reach, Worthy engaged Prime Motive to redevelop its digital experience and execute a brand refresh.
One planet, ocean, people — emanating good vibes in the face of environmental challenges
From the moment the Worthy founders walked into our office, positivity beamed out of every word, as they passionately discussed their desire to make a real impact on the environment. Our design team related to that feeling straight away. The Worthy bottles and supporting product line, were intended to be fun, colourful and positive. Together, they created the base for all our work.
A brand expansion strategy was developed to help underpin all consequent work including an on-location photo shoot, aimed at capturing the spirit of the product line and the positivity of their message.
Web design — an emotive and simple website
With a vibrant collection of photographs by the talented Nicholas Joel and a dynamic use of the brand patterns, the Worthy digital experience was designed with an exciting and colourful aesthetic.
Above all, and on the back of such strong core message, it was important that Worthy’s digital presence was not just an e-commerce platform, but a celebration of the team story and all they are doing for the environment. From new manufacturing standards to their charitable giving.
Optimised for mobile — simple, intuitive product experience
A strong mobile UI experience is important for all industries, but none more so than the retail sector. Millennials are browsing, watching, following and shopping almost exclusively on their smartphone and tablet. A bad mobile experience can turn a user off from a brand for good.
Design and development teams thus created bespoke mobile experience. Not satisfied with simply scaling down a desktop design, the team gave careful consideration to interactions, page length and load times to ensure a positive mobile experience.
A worthy representation — functional and UX-driven website
Although a simple e-commerce component was central to the website, it had to communicate above and beyond basic product features.
Manufacturing innovation, the company vision and its ongoing donation to Vision Rescue, were highlighted as essential parts of the brand that customers connect with.
Getting the Worthy out — a diversified and lean communication strategy
Working with the Worthy team, our strategy team established a comms effort that focused in reaching its audience across a number of contemporary and progressive channels.
Both old and new media channels were carefully chosen to help spread the word on both products, company and underpinning message.
In the printed media, leading sustainability magazines, Peppermint and Frankie both ran features and paid advertising for the launch of the website and bottle.
Instagram became the most consistent social channel. A place where the product and brand distinctive aesthetic and strong purposeful message resonated with a large number of users. It quickly garnered thousands of followers and hundreds of likes for each story and post.
As part of a funding campaign and to promote the bottle internationally and Kickstarter campaign was developed that spoke to the innovation behind the product’s manufacturing process and eco fundamentals.
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