Wednesday, November 25, 2009

Ouno have been working with Ethical Goods, a non-profit organisation, producing their branding guidelines and they have some big names onboard with IMG involved also.

Ethical Goods are a commercial 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 linking 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 is 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. They are talking with lots of potentially exciting partners, so expect to see the Eg brand in supermarkets soon.