eco-clichés be gone
Let’s be honest: when it comes to designing for eco-friendly brands, it’s easy to fall into a rut of green leaves, earthy tones, and recycled paper textures. Don’t get me wrong, these are classic design elements for sustainability-focused businesses, but I believe that sticking to these clichés does more harm than good. When working with eco-conscious clients, I prefer to dig deeper and find creative ways to showcase their values without relying on overused visuals. Here's why:
clichés aren’t authentic
Eco-friendly brands are usually built on strong values, and they’re serious about making an impact. Slapping on the same old “green” imagery can make their message feel generic. That’s not fair to the brand or the cause they’re working so hard to support.
Every brand has its own unique story to tell, and a cookie-cutter design won’t do it justice. When I steer clear of clichés, I can focus on what makes this particular brand stand out. Whether they’re reducing plastic waste, using innovative materials, or supporting ethical sourcing, I want the design to reflect their real impact, not just what we’ve come to expect from “eco-friendly” design.
This strategy will draw in a wider audience. Research shows that consumers care mostly about cost and quality. They usually don’t making a buying decision on sustainability alone. If we want non-destructive products and services to dominate the market, then we have to appeal to those who may not prioritize sustainable values. Good examples of this are Everlane and Ojaswe.
eco-brands are innovators, so why not innovate their design?
Most of the eco-conscious businesses I work with are ahead of the curve. They’re pushing boundaries, finding smarter ways to reduce waste, save energy, and improve the planet. If they’re being so innovative with their practices, why should their design be stuck in the past?
That’s why I love experimenting with bold layouts, fresh color schemes, and unexpected typography when I’m working with eco-friendly brands. I want their visuals to say “forward-thinking,” not “same-old, same-old” or, even worse, “green-washing”.
Building an identity around value, not sustainability, is key to mainstreaming earth-saving companies. The greater goal is to live in a world where single-use plastics and cruelty-free bunny icons aren’t necessary anymore.
sustainability isn’t one-size-fits-all
Sustainability is such a broad concept, and no two eco-conscious brands are alike. Some companies focus on cutting down on plastic, while others might champion renewable energy or ethical fashion. So why should they all look the same?
I customize the design to the brand’s specific mission. For example, a company that promotes clean water might benefit from soft, flowing designs with calming blues, while a zero-waste brand could have a minimalist aesthetic. By tailoring the design, I can better communicate the brand’s values in a way that’s meaningful and personal while standing out from competitors.
breaking the "eco-friendly" stereotype
There’s this lingering idea that sustainable brands need to have a "rustic" look—you know, that DIY, homespun vibe. While that works for some, it’s definitely not the only way to represent an eco-friendly business. Sustainability doesn’t have to feel "crunchy" or “granola”; it can be sleek, polished, and cutting-edge.
When I design for eco-friendly clients, I love challenging that old stereotype. Imagine an eco-conscious brand with a high-end, luxury look—maybe with modern lines, metallic accents, or a fresh color palette. It’s all about zeroing in on why customers should choose you. It’s about telling your unique story in a way that’s authentic and engaging.
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