Brand identity for an Australian biotech company making big waves in global plastic pollution reform.

Kelpy are on a mission to change the world by solving the planet’s plastic pollution problem. One seaweed pellet at a time. Developing planet friendly seaweed biopackaging solutions to replace single use plastics capable of mass manufacture on existing equipment. Using seaweeds from all over the world, they’re creating uplift for capital communities everywhere.

The startup needed an MVB (Minimal Viable Brand) identity to communicate this mighty and most ambitious task at hand. One which speaks their genuine optimism that things can be done in a way that’s better for people and the planet.

I worked with Kelpy to uncover the simple idea, to 'look underneath', which has inspired this conceptual identity development.

Encouraging everyone to look below, to consider that's it's the things we don't see under the surface, that are actually what really matters.

The identity is based around the 'k' symbol, which represents the fluid nature of the ocean, and the communities which surround it. This is unity - this is connection. One planet.

The palette is inspired from the turquoise ocean hues of Jervis Bay, Australia where the Founder lives.