Ethical Media, the London-based communications agency known for its marriage of design and business practice with social and environmental values, has put the finishing touches to the branding and identity of The Laundry, a new recycling initiative from BioRegional.
The Laundry encourages small to medium sized businesses to recycle their paper office waste in a really easy, cost-effective way. Put the paper in The Laundry Sack, leave it on the pavement at collection time and The Laundry Truck picks it up to take away and turn in to Evolve paper.
Ethical Media employed their unique workshop with The Laundry team to determine the communication strategy, requirements and direction before the design began. A wide range of outputs, including logotypes, sacks, promotional bags, and the livery for the Laundry’s recycling trucks were created as a result.
Luke Nicholson, Creative Director, Ethical Media, explains: “It can be a challenge to sell positive social change, so the emphasis was taken away from the “green” aspect of The Laundry and we moved towards humour and interaction. Much of the material created is copy driven, which enables us to engage with people in a stimulating way.”
The Laundry founder, Ben Maxwell, says: “Ethical Media were instantly on our wavelength with a full understanding of the environmental and social issues involved in The Laundry, which led to a very strong, creative working relationship from the outset.
“It was really important to us that The Laundry’s identity was fresh, funny and appealing. Previous recycling designs have been extremely dull and by adopting the old fashioned idea of recycling that beats people over the head are off putting. Ethical Media has separated The Laundry from this legacy and is setting a new precedent for the whole of eco/sustainable design – a groundbreaking achievement.”
The Laundry launches on 5 June 2003 in Soho.
-ENDS-
Notes to Editors
Download high-resolution versions of the logo (570kb) and the promo bag (2MB).
To contact The Laundry telephone 020 8404 6330
For further information please contact:
Kat at Authentic PR
TEL: 01225 833 942 MOBILE: 07901 701 334 EMAIL: kat@authenticpr.co.uk