8 million tonnes of plastic are dumped in the oceans every year. Enter Notpla: a revolutionary, seaweed-based material that can naturally decompose in around 6 weeks. Our brief was to create the new name, strategic and visual identity to reflect the company’s vision for the future and promote Notpla as a leading household name and a brand at the forefront of environmental sustainability. Notpla is designed to be a simple, bold definition of who they are: not plastic, but a completely new thing. The new identity centres around the brand’s core mission: to make packaging disappear. The animated logo reflects a vessel filled with water, cocktails, juices or sauces and when it is emptied, the exterior disappears, just like its packaging. Notpla is built on the idea that its products will change the world. With such a bold brand intention, the only way to communicate this is in a simple and direct way. The name itself reflects this approach. Notpla has featured at Virgin Money London Marathon and London Cocktail Week. The brand is in partnership with Just Eat and Unilever to provide sustainable packaging solutions across the takeaway sector, whilst creating a new and exciting experience for customers.