The Brief:

Ethical Goods are a non-profit organisation, offering consumers a simple, convenient and transparent giving solution through their everyday spending. Their mission is simple: to become the world's leading charitable consumer goods brand. Ethical Goods embodies the key qualities of leading ethical organisations and is pioneering a sustainable 'charitable donation business model.' Ethical Goods is a kite mark style product accreditor, brand guardian, charitable service provider and qualifier.

Ouno Creative were asked to get involved in implementing a simple branding solution and delivering a set of guidelines that would aid the world famous IMG Group to connect the brand to global opportunities.

The Solution:

Llinking animal visuals with product categories, relevant causes and global territories. There needed to be a donation logic so the consumer can make a direct connection between the product and the cause, so for example donations from toilet tissue would contribute towards sanitation programmes. We needed to make sure consumers would 'know how much they are giving' and 'to whom and how they help', because the donation amount for each purchased product is clearly communicated and the social impact of this donation needs to be tangible and measurable.

We packaged all this vital communication information into a Brand and Style Guide that the IMG Group could use to connect the brand to global opportunities. We allowed them a 'pick-and-mix' set up so they could tailor each pack to suit the potential client they were meeting with. This allowed them great flexibility in their approach as well as having an essential core style guide for the Ethical Goods brand to use as a comprehensive leave-behind.

Further examples of our work for Ethical Goods can be viewed here