FLOREON
Branding sustainability

CPD plc, a leading UK supplier of cleaning and hygiene products, worked for three years in partnership with the University of Sheffield to develop a 100% compostable and biodegradable plastic for use in packaging. Recognising that the new biopolymer needed to establish market presence, CPD commissioned Grain to create a brand identity

BRIEF
CPD briefed Grain to develop a name and visual identity that would express the natural origins of the biopolymer and indicate its sustainability as a material. The brand would need to have authority for presentations to corporate investors, and also provide the material with a means of communicating with consumers.

APPROACH
In generating names, Grain wanted to signal the positive benefits that this bio-based polymer brings to packaging. We developed a shortlist of names with international trade mark and dot com domain availability, consulting with trade mark advisors. The name Floreon was chosen, based on the Latin florens and aeon, signifying a new ‘flourishing age’ of sustainable materials. To guide design of the Floreon brand, we defined four image attributes: inspiring, sustainable, wholesome, sturdy. In close collaboration with the client, we crafted a visual identity that is clear, elegant and direct. The chosen brand strapline transforming packaging conveys the same positive purpose.

RESULT
Launched in October 2011 to an investor audience in the City of London, Floreon is a transformational material with a brand that resonates. Within Floreon’s brand toolkit is a distinctive ‘F’ kitemark for printed or moulded use on bottles and containers, which will build recognition of Floreon among corporates and consumers.

FEEDBACK
“Thank you for your amazing creative talents. Floreon, with your help, can now move on to be a commercial success.”
Shaun Chatterton, CEO, CPD plc