| Department: | Fashion&Branding |
| Project title: | Sustainable branding |
| Website: | |
| Email: | Amygottenbos@gmail.com |
Every brand has a message to spread. Sustainable brands feel the need to spread their sustainable message. Nevertheless, most consumers are not tempted by sustainable messages on the very forefront. ‘How should a sustainable brand communicate in order to reach the aimed target group? That’s the question that caught my interest during my internship and graduation project at IDEAL&CO, a sustainable design agency (www.ideal-co.nl).
In a world where sustainable products and services are a must; sustainability is no longer an effective differentiator for brands. Therefore, brands should find new ways of communicating their sustainable message.
The archetype method is commonly used in branding to give products and services meaning. Archetypes are based on people’s universal motivations and desires in life. Within my graduation project, I explored a sustainable character within every archetype. This character should be expressed in a brand’s identity to obtain authenticity and to determine a fitting communication strategy. Once this is set, the brand is ready to reach the aimed target group.
The end product of my graduation project contains two inspirational booklets. They advice Rambler and Enjoy the Difference (IDEAL&CO brands) about brand creation and communication based on an archetype.
