New Leaf
From plastic to potential.
Brand Development
Brand Strategy
Logo Design
Visual Identity
Website Design
In a world of quick consumption of one-time use products and pollution, New Leaf is a company that collects plastic waste, breaks it down, and uses it to create new products or make the broken down plastic available to other companies in order to cut down on plastic pollution and support businesses who are willing to make a positive change. As this was a collaborative effort with sustainable designers, I greatly contributed to research and brand ideation, and was solely responsible for creating a brand that clearly represented the energy and mission of the company.
The Challenge
Walking down the street, going to the beach, or driving on the expressway only to see bags tangled in the landscape is sadly a common experience for many today. After scooping plastic cups out of Lake Michigan and watching bags tumbleweed across my college campus every day, I wanted to address plastic pollution in a way that would stop it at the source. I collaborated with 3 sustainable design students to formulate a company that would create new from old and halt the damage being caused to the environment.
The Process
Research was initially split up into 4 separate subjects: biodegradable plastic, plastic alternatives, plastic pollution, and the chemical make of plastic bags. I began researching alternatives to plastic bags, such as canvas or paper bags, only to find they caused just as much harm. Later research led to ideas for products the company would produce and how we could collect plastic bags in the most efficient and effective way. To contribute, I traveled to multiple locations, mostly grocery stores, and ordered groceries through delivery services to see how customers interacted with and obtained bags. I found that the use of plastic bags is encouraged by self-checkout kiosks and cashier lines as they’re designed for items to be put into bags immediately after purchase, leading to a mass of bags the customer no longer has a use for once home. We used this information to design the collection system and prototype for the company: a machine that breaks down plastic bags on site, allowing a large volume of plastic to be melted down and repurposed as a multitude of longer lasting items, keeping plastic bags off streets or out of landfills and giving them a new life.
I proposed the name New Leaf for a company that creates new life out of destruction, allowing plastic to turn over a new leaf and start again. I began with sketches of different logo ideas, and felt a negative space plastic bag shifting into a leaf was most fitting, with a small blue dot representing the earth and the connectivity of humans with nature. Considering each element of the brand, I focused on creating an identity of a friendly, approachable, and contemporary company.
The Solution
To promote the use of New Leaf’s machines, and educate the public about the company’s mission and the impact individual actions have on our beautiful planet, New Leaf’s website needed to include all information about the design process and each element of the developed business pitch. I ensured it was easy to navigate and cohesive, utilizing the brand identity I created to build brand consistency and awareness. Because of the Covid-19 Pandemic, my team was limited in resources, but we were able to create a low fidelity prototype of New Leaf’s machine, which remained consistent in branding and included a brief description of how a small machine can create a big impact when people work together. Whether in a grocery store or online, New Leaf’s bright, approachable, and lively brand identity reflects a company that aims to put a positive spin on a current crisis, turning trash into reusable items wrapped in a little bit of hope.
