Developing a visual aesthetic that encourages positive action and progressive ways of thinking about sustainability.

A Plastic Planet’s single aim is to ignite and inspire the world to turn off the tap of plastic. It’s a brand all about possibility and a promise of a plastic free future for
food and drink packaging.

The issue of plastic pollution is a familiar one — so our approach was to use powerful, engaging creativity at every touch point — not add to the ‘noise’ around sustainability and recycling and the environment.

Our approach is about education, approachability and clear, effective design to drive understanding and effect behaviour. Too much of the communication on sustainability either feels fear and guilt driven or so serious and huge that the average person can’t or doesn’t want to engage with it. We didn’t want to continue to visually “tell the problem” — we chose to inspire with communications that speak of actionable, everyday, human-centric change.


When it came to the Plastic Free trust mark, we didn’t want to create another mark that needed explaining and demystifying. In a category already full of confusing symbols, our approach was to disrupt and create cut-through by being remarkably simple. The world’s first Plastic Free trust mark was launched in April 2018. Iceland supermarket was the first retailer to adopt the mark. We worked with A Plastic Planet to develop a mark that tells you just one thing: this packaging is plastic-free and — as a result — guilt free making shoppers part of the solution not the problem.


A Plastic Planet offer a clear perspective on how we should start to consider plastic in our modern lives. Their argument is compelling and simple — that this once life-changing “wonder” material is now being used for inappropriate things, like single-use plastic to wrap perishable food. Their work asks us to consider plastic within the context of food.
It was a supermarket aisle that really inspired us to partner with them. We wanted the design to help convey the message and engage people.

The broader identity developed for Ekoplaza Lab in Amsterdam, creators of the world’s first plastic free supermarket aisle, also works with the same principle: concise messaging (not once more spelling out the well understood problem) and simply signalling this is a lifestyle choice and not just an altruistic one. The identity adopted a slightly disruptive propaganda style aesthetic — something that allowed clear stand out and contrast to Ekoplaza’s established and premium aesthetic.


Brand identity for A Plastic Planet
Creation of the Plastic Free Consumer Trust Mark that is designed for the shopper, not for industry.
“Now we know the truth and the extent of the damage our addiction to plastic has caused, we can’t un-know.”
Campaign film
A Plastic Planet is only focused on plastics used for food and drink packaging which APP believes is the wrong use of this miracle material.
The world's first Plastic Free supermarket aisle launched in Amsterdam as a showcase to the world.
Plastic is a a simple word that should be simple to explain. But it isn't. The campaign aims to cut through this linguistic confusion with straight-talk.
A new trust mark to cut through the noise and tell you one thing: this packaging is plastic free.
A symbolic campaign, backed by the UK Prime Minister.
“Nowhere has our use of plastic become more illogical than in the food and drink industry.”
One Plastic Free Day reached one quarter of a billion people.