Re:Chemistry’s goal is to end petro-chemical pollution in consumer products, such as shampoos, paint, and detergents, by using plant-based ingredients instead. This revolutionary swap-out demanded an equally bold identity. The use of upside-down type in the logo definitely causes the viewer to pause and engage, but it also can introduce messaging, such flipping HOPELESS to HOPEFUL repetitively in a poster or turning part of the text upside down in an ad.
The identity uses a bold pink, rather than typically “environmental” colors like green and blue, to break through category clutter.
“We challenged ourselves to tell that story of change in the most simple and compelling way possible, whilst purposefully steering clear of the tropes of the category. Perhaps most importantly, we wanted to create an identity that gave people hope for the impact the right kind of chemistry can have on our future,” added Adam Rix, creative director of Not Wieden+Kennedy.
