What if planet Earth were a brand?
This is the question that London creative agency to socially conscious brands, Mere Mortals, ask in their conceptual rebrand of the planet. Highlighting the neglect that some of the world’s largest brands inflict, the team has provided new guidelines to inspire and help businesses put planet before profit.
Alongside cleverly turning the slogans of some not-so eco-conscious brands on their head in a billboard advert communicating brand manifesto, the planet earth brand refresh includes information on the brand challenge, logo misuse (which sees a graphic of planet earth polluted, divided, overheated and abused) and outlines a tone of voice embracing synonyms such as humane, kind, considerate, tolerant and more.
“Planet Earth is a dynamic, 360 degree, always-on, family orientated, global enterprise”
01: The Brand Challenge
“The ecological crisis our planet is facing presents massive challenges to brands and the creative industry that help them flourish,” says Mere Mortals’ creative director Robbie Greatrex, who doesn’t only believe that businesses and organisations have the power to change the world for the better but that those that do will thrive moving forward. “We must reinvent business as usual. And to do this requires fresh thinking, imagination and shedloads of optimism.”
He and the agency note that 2019 came with its stark examples of damage our lifestyles inflict on planet earth. But there were plenty of reasons to be hopeful for the future, too, including the rise of the conscious consumer, the millions of young people being vocal about climate change, and the growth of B Corporations.
Greatrex and co are looking to ride this wave of opportunity to restore planet earth to number one brand in the universe. Check out the full planet earth brand refresh here.