Identica has rebranded household cleaning products company Ecozone, which is looking to better target what the consultancy calls ’eco-dabblers’.
According to Identica chief executive Franco Bonadio, Ecozone appointed the group after seeing its appearance on BBC product development TV show High Street Dreams in August 2010.
Bonadio defines eco-dabblers as middle-class consumers equally concerned with environmental ethics, style and substance. Bonadio says, ’They shop for premium products, have environmental awareness and want to do the right thing, but don’t know where to look.’
Identica says it wants to target this group by portraying Ecozone as ’eco-inventors’ in a bid to show the company’s ’passion for better solutions’.
Ecozone says its mission is to help reduce consumption of environmentally damaging products by developing more planet-friendly alternatives, including washing and drying consumables, cleaning products and household gadgets.
In a new identity, a heart shape has been added to the first ’o’ of Ecozone. Bonadio says this ’shows the company’s passion for the environmental issues’. It is also ’very ownable and fits beautifully’.
The packaging incorporates icons including washing instructions, weather charts and trees. This, Identica says, is to symbolise the brand’s credentials and express a ’utilitarian style and playful attitude’.
It will also ’challenge’ customers’ expectations of eco-fmcg in a way which is charismatic, stylish and purposeful rather then ’worthy and educational’, according to Identica.
A new look rolls out across a suite of 26 products and a new range, Free From – Greener versions of conventional cleaning products – starting from the middle of the month.