Our partners at De-Extinction came to us determined to challenge the status quo in disposable packaged goods. Fueled by a desire for change, a distaste for empty promises and the will to tackle the industry head-on we took the first steps down this path together.

We inherited a space that looked visually bland and verbally formulaic, creating a transactional look and feel that lacked the personality and charisma we felt the cause needed. We needed a way to distinguish ourselves from the sea of sameness, to make sustainability a concept that drove change rather than an empty platitude.

Our budget was limited (less than $250,000), but the potential reach for the brand was significant with the De-Extinction range of products set to be stocked in major retailers and QSR chains in the United States.

Taking inspiration from movements and protest across the world we landed on a unique way to get our message across that felt as true to our company and category as it did to the cultural moment.

We brought back the dinosaurs as central characters here to warn us about the risks we face. Complementing their vibrancy and expression with a color palette and typeface that match that urgency. The name – created by the agency– aptly captures this ethos and desire for action perfectly.

The target audience was quite niche - we sought to make the brand appealing to the owners, operators, decision makers and purchasers at major food retailers and QSR chains. And we understood that brand matters to these people just as anyone, so eschewed the category norms to create something truly distinctive and memorable.

The rebrand of course spans all touchpoints of the De-Extinction business. Since we were working with the founders of the company at its inception we were able to really integrate the idea throughout every element.

De-extinction’s logo, a curvy and friendly dinosaur, symbolizes the brand’s essence. The bold emblem fosters instant recognition across various platforms. Our illustration style revitalizes extinct creatures with renewed energy, presenting them as symbols of both approachability and the urgency of extinction. This fusion of playfulness and gravity creates a compelling call to action for preserving life on earth.

The selection of Grotesque n9 for the font reflects historical roots as the first sans serif typeface, echoing De-extinction’s mission to breathe new life into the old. This typeface masterfully balances expressiveness and functionality, serving as a typographic representation of the De-extinction ethos—reflecting reinvention for an unconventional, bold future.

Supporting the brand is a gaggle of dinosaurs in a (deliberately) crude illustration style. Motion and digital design brings the dinosaurs to life with their odd proportions, clunky line work, and lo-fi animation. We carefully crafted the personalities of the dinosaurs with deadpan expressions, cute underbites, gangly cadence, and fluorescent coloring. The motion design in particular adds humor and personality to an otherwise dry industry.

Since the brand has only just launched, it is too early to accurately summarize the impact of our brand work. But, it is clear that we were successful in our mission to create a differentiated brand that stands out in the category. As an early indicator of success the De-Extinction team have reported a stronger response from potential buyers at key QSR clients following the brand launch.