2022
Clients introduction
Phycoforms was founded to address the building industry's unsustainable practices by capitalising on Australia's rapidly growing seaweed sector. The Phycoforms product line includes 100% biodegradable architectural materials made from collected brown seaweed wastes and other waste resources. The design tackles climate change, waste creation, and the reuse of locally available waste materials through circular economy thinking.
Base requirement
To build the brand identity, brand tone, and visual elements from scratch.
Services offered
Branding - Brand strategy and research, mood board, logo design, design collaterals.
Challenges
Product line
The product list was also a challenge because the company needed to integrate all the lines while displaying them with minimal real space but maximum information.
Target Audience
Phycoform seeks to deliver a range of products on various scales depending on the customers' requirements.
Educate
Learn more about the seaweed sector and how a new brand operating on several product usability fronts may adapt to the rising seaweed market.
Visuals
To deflect attention away from the smelly and slimy quality of the seaweed, the brand design required a fresh thought process and image.
Primary colour:
Seal Brown
RGB: R88 G42 B21
CMYK: C0 M52 Y76 K66
HEX: #582A15
Primary colour:
Fawn
RGB: R220 G176 B122
CMYK: C0 M20 Y45 K14
HEX: #DCB07A
Secondary colour:
Chinese Black
RGB: R18 G18 B18
CMYK: C1 M1 Y1 K93
HEX: #121212
Secondary colour:
White
RGB: R255 G255 B255
CMYK: C0 M0 Y0 K0
HEX: #ffffff
Tertiary colour:
Nori Seaweed Green
RGB: R70 G72 B38
CMYK: C3 M0 Y47 K72
HEX: #464826
MUSEO
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!@#$%^&*()_+{}’”[]<>\
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!@#$%^&*()_+{}’”[]<>\
Concluding thoughts
Working for environmentally friendly, sustainable products has always given me more satisfaction. I followed the project from its conception to its funding by the government. Shimroth John Thomas, the founder and a good friend, was pleased with the identity design.
