WRAP works with governments, businesses, NGOs, and academia around the world to fix the unsustainable food and product manufacturing systems that cause nearly 50 percent of global greenhouse gas emissions. By definition, WRAP’s message can seem like only bad news. The information it is trying to deliver is also sprawling and complex.
Design firm Among Equals has created a new identity for WRAP that is meant to inspire and engage viewers, not discourage them further. Their solution centers on a globe formed by lines that in part have been disrupted. The design communicates order and disorder as well as problem and solution at the same time.
That same line style is used to create a range of simple spot art illustrations that are used throughout the system. (The curving line style is also picked up in the crossbar of the A in WRAP.) In contrast to the elementary line style, high-angle photography of environmental damage fills in the actual details on why WRAP is working to find solutions.
