Pangea Organics, a Boulder, Colorado-based organic body-care company, was reaching the four-year mark when founder and CEO Joshua Onysko approached IDEO to help redefine its brand expression. Small in size, with limited distribution, Pangea Organics was in need of an identity and brand language that would increase demand while embracing the sustainability and organic-living philosophies upon which the company was founded.
Equipped with a solid understanding of Pangea Organics’ core values, IDEO defined the company’s brand principles. These were translated into a full identity package, most saliently embodied in sustainable packaging design for 35 products—including a compostable bar soap box inspired by egg cartons and made from 100 percent post-consumer content—a point of purchase display, a tradeshow booth, a product guidebook and customer collateral.

Simple line illustrations are really nice, unique for the category.
Tactile, interesting use of materials.
It’s credible; you really get “organic.”
Nice system as architecture.
Really holds together as a brand.