BACK TO NATURE
INDUSTRIAL DESIGN / BRANDING
CLIENT: HONEYBEES, BIRDS, PLANTS
What if plastic waste could be turned into something good for Nature?
Back to Nature is a set of 3 products made of recycled plastic containers and bags, to be used not by humans but by wild animals and plants.
Project background. Back to Nature was born as a personal exploration of how to close the loop of plastics. The project aims at creating awareness around the excessive production of disposable plastic products and make urban locations more welcoming to animals and insects.
Oil and plastic production are the main cause of environmental damage of our Era.
Graph showing the close loop concept behind Back to Nature
A set of 3 products: a beehive, flower pot and birds feeder
The product logos were designed to communicate the idea of closed loop, with the final user in the middle.
Detail of the birds feeder cord made of woven recycled plastic bags.
Recycled plastic provides a durable and water resistant foundation for the beehive, as the average plastic takes 1000 years to naturally degrade.
Detail of the pot, with its curvy design and textured surface.
High-density polyethylene (HDPE) A plastic commonly used for products such as detergent containers, milk jugs and water bottles caps.
The HDPE recycling process starts by collecting the disposed products which are then cleaned, separated based on their colour and shredded into tiny pieces. This material is then compression moulded to create the beehive, birds feeder and flower pot’s bodies.
Low-density polyethylene (LDPE) It is present in shopping bags, food wraps and a variety of packagings. Although ubiquitous It is harder to recycle and its disposal causes serious environmental threats. The cords of the beehive and birds feeder are thus made of disposed plastic bags cut into stripes and woven together to create a strong and water-resistant structure.
Infinite texture and colour variations can be achieved by mixing the source materials in different combinations and proportions.
Spring, Summer, Autumn and Winter collections.
Branded for honeybees, plants and birds.
For the branding of Back to Nature, I had fun exploring different ways to communicate the products purpose and the message behind the project. I was convinced that a too serious approach, blaming at the damage we are doing to nature would be counterproductive and eventually be ignored.
After considering different concepts I decided to focus on targeting the marketing message directly to the users of the products, namely honeybees, plants and birds. A provoking and fresh approach aiming to create awareness and ultimately, indirectly reach the real audience of the ads, human beings, with a positive message.