ECOSTORE CAMPAIGN
The Underbirds
OVERVIEW
ecostore is a well-known and loved New Zealand brand. Since 1993 they’ve been a staple of supermarket shelves with their range of plant and mineral-based home, body and baby care products that are safer for you, your family and our world.
In 2021 they launched ‘The Underbirds’ campaign, a limited handwash range with the focus on some of New Zealand’s more ‘under appreciated’ birds, with proceeds of sales going to Forest & Bird NZ.
DESIGN SCOPE
Collaboration with ecostore
Illustration
Custom Lettering
Pattern design
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For the past four years, ecostore have delivered a limited edition offering to help provide ‘new news’ for consumers and drive sustainability leadership within the handwash category of the brand. Their limited editions always stem from a clear concern of New Zealand citizens; in 2019 they launched 100% ocean waste plastic handwash bottle, in 2020, an aluminum bottle for hand and dish wash. In 2021 they wanted to release something different whilst backing the New Zealand charity, Forest and Bird.
To help launch their campaign, ecostore required the assistance of Ima Creative to create a series of illustrations and typographic assets to match each of their ‘Underbirds’ - three native birds chosen because they are most critically at risk of becoming extinct, hence their ‘underdog’ characteristics of needing to beat all odds to survive. Each bird required a different illustrated background to match it’s habitat - coast, wetland and forest. Alongside the main illustration, a series of custom lettering assets and typography was used throughout the campaign, featured in print, advertising and social media. To raise awareness, they also encouraged people to vote for their favourite Underbirds in Forest & Bird’s New Zealand Bird of the Year 2021 (Te Manu Rongonui o Te Tau) campaign. -
Photography Credits and Packaging:
ecostoreArt Direction: Lauren Wepa
