Clarkmcdowall designs identity for first-ever climate-positive snack brand
New York City-based design agency Clarkmcdowall worked with food producer Bright Future Foods to develop the visual identity for Airly, the first-ever carbon negative snack brand.
The challenge for Clarkmcdowall was to create a compelling vision, name and packaging design to attract both the ‘climate-curious’ consumer and major retailers alike. To do so, the agency focused on the idea that despite thinking their efforts to improve climate change are small, people are eager to find easier ways to make a positive impact.
“Bringing a breath of fresh air to snacking and our planet” became the brand’s purpose in showing consumers how small contributions have the potential to make a big impact. The purpose inspired both the name, ‘Airly’, which aims to capture the brand’s story in a friendly and approachable way, and the strapline, ‘Making a difference has never been so delicious.’
The logo contains a free-flowing typeface combined with watercolours, while flavour icons are include on pack to reinforce the snack’s taste. Clarkmcdowall also designed bite-sized messages and infographics in the brand’s primary blue colour for the packaging to attempt to boil a complex story down to a simple narrative.
“Taking an idea from inception through launch is extremely fulfilling . We knew if we could help make this brand a success, it could lead to more climate-positive innovations in the future,” says Terry McCarthy, design director at Clarkmcdowall.