Every element of this company rebrand has been meticulously crafted. From the name, the brand identity, to the key applications such as website, packaging, sales materials and social media advertising there is an undeniable consistency and commitment to fulfilling the promise of a creative idea in the biggest and smallest moments alike. The identity itself is bold, exciting, and entertaining but also playful and considered in a way that diverges from the typical messaging and positioning of most Earth-conscious businesses through an unexpected dinosaur-based narrative that gives it some bite.

It is of course widely understood that over recent years there has been a heightened focus on the impact food packaging has on our environment. Many companies have launched with the ambition to revolutionize the industry, but before our work was released the sustainable packaging industry was a sea of sameness. 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. Think muted brown, beige and green. 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. So, we brought back the dinosaurs 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.

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.

Overall, our art direction style embraces imperfection over slickness and personality over familiarity with an identity that is expressive, rough around the edges, and a little (intentionally) awkward.

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.

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.