1 BRAND CORE
YOUR TRASH IN YOUR OWN HANDS
I’ve always heard from my mom how I should start recycling plastic at home. And honestly, it wasn’t very high on my priority list. I’ve gotten used to being lazy in this society and forgetting things I don’t see. I’ve even felt a little embarrassed about not recycling at home.
When I visited Indonesia, where plastic was everywhere, I realized how lucky I am to have a system for recycling at home. We’ve got a good setup, so why not make a small effort in my daily life? That’s when I decided to do something about it. No, I’m not going to save the world with one dish brush, but I can at least start recycling.
So, I decided to create something that makes recycling easy and fun in everyday life. And why not make it a little bit more beautiful too?
That’s how this dish brush was born. It’s not just a regular brush, but one that reminds you of the small choices you can make every day. It’s durable and practical, but still brings joy to every small moment of your day.
With our brush, you can wash dishes, but at the same time, make a small change toward a more sustainable world. No big promises – just small choices that together create change. And I know this is the start of something that will move us forward.
P.S. Mom, nowadays I recycle plastic and I’m trying to do even more.
BRAND FUNDAMENTALS
MISSION
We don’t promise to save the world with a single dish brush. We don’t claim to solve the plastic problem or change everything at once. But we give plastic waste a chance at a new life – and remind you that even the smallest choices can make a difference.
VISION
A world where recycling isn’t just an obligation but a natural part of everyday life.
VALUES
Honesty: We speak the truth – we know small actions won’t solve everything, but they’re a good start.
Sustainability: All our products are designed to last and to respect the environment.
Inclusion: Everyone can make a difference. We aim to make recycling easier and more visible for all.
Storytelling: Every brush has its own unique story, making recycling feel more personal.
BRAND PROMISE
We won’t save the world, but we’ll remind you every day that change starts with small actions – from your own hands.
TARGET AUDIENCE
I am meant for people who need a dish brush. So don’t replace a perfectly good brush with me. I’m not here to turn dishwashing into a luxury. I still have the same cleaning capabilities, but I am made from household plastic. I might seem excessive to some, but my main purpose is to remind and teach you to recycle your household plastic.
TARGET AUDIENCE
MAIN
Reluctant Recyclers
Consists of individuals who haven’t yet embraced recycling as a daily habit. Whether due to a lack of motivation, knowledge, or convenience, they find recycling intimidating or tedious. These individuals may feel guilty about their inaction but unsure of how to start.
This audience needs encouragement, not judgment. Through humor, approachable messaging, and a practical solution like our brush, we aim to inspire them to take the first step. The focus is on how easy it is to make small, positive changes –starting with something as simple as a dish brush.
By addressing this group, we create a ripple effect: empowering people to rethink their habits, embrace sustainability in manageable ways, and feel good about doing their part. With our brand, recycling isn’t a chore – it’s a small win every day.
CASH RECEIPT
Shop Name: Date Manager
Microwave Meal
Frozen Veggies
Frozen Pizza
Potato Chips
Disposable Plates
Toothpaste
Shampoo
Cookies
Candy Bar
Soda Can Paper Towels
Pre-packaged Fruit
Plastic Bags
€3.50
€3.20 €0.55
€9.49 €49.04
#72394645429694796856039264736752#
Thank you for shopping!
TARGET AUDIENCE
SECONDARY
Eco-Conscious Urbanites
These environmentally aware city-dwellers are committed to making sustainable choices in their everyday lives. They prioritize products that combine style, practicality, and a minimal environmental footprint. Often living in urban settings, they are drawn to innovative, functional designs that not only perform well but also have a positive impact on the planet. They appreciate brands that have a strong sense of purpose and align with their values of sustainability and social responsibility.
For this audience, the product’s story and design are key. Our brush stands out with its functional, colorful design that supports a sustainable lifestyle without compromising on aesthetics. It’s more than just a tool – it’s a reflection of their values. These individuals are already invested in eco-friendly practices, and our brush fits seamlessly into their daily routines.
CASH RECEIPT
Shop Name: Date Manager Description
CASH RECEIPT
Shop Name: Date Manager Description Price
Thank you for shopping!
Thank you for shopping!
TARGET AUDIENCE
SECONDARY
Design Enthusiasts
This group consists of individuals who have a deep appreciation for aesthetics and well-designed products. They seek out items that are not only functional but also visually appealing, and they are often drawn to innovative, minimalistic, and high-quality designs. For these individuals, style and design are just as important as the product’s function and sustainability. They prioritize craftsmanship, the story behind the product, and how well it fits into their personal aesthetic.
For this audience, the focus is on the product’s design—its shape, color, and how it enhances their living space. Our brush, with its sleek, modern design, serves as an elegant and functional addition to their home while aligning with their values of quality and style. Sustainability is a key consideration, but it’s the beauty and craftsmanship of the product that truly resonates with them.
Shop Name: Date Manager Description
CASH RECEIPT
Shop Name: Date Manager Description
Dark Chocolate Cold-Pressed Olive Oil
Artisanal Bread
Artisanal Cheese
Handcrafted Pasta Organic Avocados
Apples
Smoked Salmon Organic Eggs
Honey Crackers
Tax
Total
Tax
Total
Thank you for shopping!
Thank you for shopping!
BOLD HUMOROUS MODERN INSPIRING EXCLUSIVE SUBTLE SERIOUS TIMELESS NEUTRAL APPROACHABLE
I dare and am able to speak my mind without excessive guilt-tripping, in a fun yet still credible way.
Our brand’s voice is like an enduring tree, its roots reaching deep into the earth, while its branches reflect the directions of life. It’s not too heavy, but it brings freshness and a sense of change to every conversation.
It is direct, but not blunt. Clear, but not dull. We use words that spark thought, without getting lost in complexity. Sometimes, there’s a slight twinkle in the eye, but its core always remains honest and responsible.
Our voice is not just a voice; it’s a call to action, but without pressure. It is fair, direct, and ready to speak the truth – without arrogance, but also without excuses.
COLORS
PRIMARY
HEX #d7df23
CMYK 4%, 0%, 84%, 13%
RGB 213, 222, 35
HEX #d81159
CMYK 0%, 92%, 59%, 15%
RGB 216, 17, 89
HEX #ff9914
CMYK 0%, 40%, 92%, 0%
RGB 255, 153, 20
SECONDARY
HEX #e6d6ff
CMYK 10%, 16%, 0%, 0%
RGB 230, 214, 255
HEX #1e288a
CMYK 78%, 71%, 0%, 46%
RGB 30, 40, 138
HEX #3b5701
CMYK 32%, 0%, 99%, 66%
RGB 59, 87, 1
COLORS
Primary colors can be freely combined with each other to create dynamic combinations. Secondary colors are primarily used for backgrounds and should not be combined with each other. You can select one secondary color and pair it with 1–3 primary colors from the palette to maintain a balanced and cohesive visual look. On the adjacent page, examples of correct usage.
ECO HA
In the name Ecoha, two important elements come together. “Eco” reminds us of ecology, sustainability, and environmental responsibility — values that guide our brand.
“Ha” carries many meanings that complete the story. In Japanese, “ha” means breath and life, symbolizing the vitality and continuity of nature. In Finnish, “Ha” doesn’t directly mean “brush,” but represents the first letters of the word “harja,” which connects to the purpose of our product and symbolizes cleaning and care. Additionally, “Ha” can refer to harmony, which reflects the balance and connections between our environment and our product.
By combining these elements, Ecoha represents a brand that lives and breathes in harmony with the environment — sustainability, care, and vitality.
ECO HA
HEADLINE - Degural Black
Degular Black is used for main headlines. Its bold and striking design ensures high visibility and creates a strong visual impact, aligning perfectly with the brand’s confident and modern identity.
SUBHEATER - Degular Medium
Degular Medium is used for subheaders and secondary headings. Its clean and balanced style provides a subtle hierarchy, making it an excellent complement to the boldness of Degular Black.
BODY TEXT - Neulis Neue Regular
Neulis Neue Regular is used for body text. Its modern and simple design ensures readability and a polished look, making it ideal for longer paragraphs and supporting content.
Degular Black Degular Medium
Neulis Neue Regular
GRAPHIC ELEMENT
GRAPHIC ELEMENT
Graphic elements represent the production process, where recycled plastic pieces come together to create a new product, the dish brush. They also symbolize how small parts combine to form a larger whole.
MADE PERHAPS FROM YOUR RECYCLED PLASTICS
ABRI POSTER
Campaign Idea
The "Made Perhaps from Your Recycled Plastic" campaign tells the story of plastic’s second life. Ecoha’s dish brush is crafted from multicolored pieces of recycled plastic – each brush is unique, just like its journey.
The visual concept highlights the brush’s uniqueness: a mirror reflects an identical brush, symbolizing how recycling can create repeatable beauty. The colorful design celebrates plastic’s transformation, with each color carrying a story from its past.
The campaign invites us to rethink recycling: to create beautiful, sustainable, and meaningful products.
SOCIAL MEDIA POSTS
ecoha
Celena and Ellen's one day plastics on the table. In just a few days' worth of household plastics, a new dishbrush is created. By recycling, you give plastic a new life.
ecoha you and others like this
ecoha you and others like this
Jukka and Minna's one day plastics on the table. In just a few days' worth of household plastics, a new dishbrush is created. By recycling, you give plastic a new life.
The social media content focuses on inspiring more sustainable choices. It offers recycling tips, practical advice, and visual images of clean nature. The posts combine informativity with visual appeal and encourage followers to share their own recycling solutions. The brand’s voice is friendly and straightforward, sparking thoughts without being preachy.
PACKAGING
Ecoha products are packaged with respect for the environment – simple and free of unnecessary plastic. Each dish brush comes with a unique information card. One side of the card features vibrant graphic patterns that reflect the colorful nature of recycled materials, while the other side provides details about the specific recycled materials used to make this particular dish brush.
This approach highlights individuality and responsibility – every product has its own story and background.
The campaign emphasizes the connection between the dish brush and nature by placing it in an unexpected environment – amidst nature, where it is not typically seen. This creates a visual contrast while subtly hinting at how a brush made from recycled plastics can blend into its surroundings. The text is slightly poetic, allowing it to blend in with the environment as well.
At this stage, the campaign uses a single-colored green brush, but in the future, the goal is to highlight the brush’s multicolored features, which reflect its origin from recycled materials. The idea is that the brush gains “approval from nature” – it is part of the solution, not the problem.
The campaign invites people to consider the importance of recycling: By recycling household plastics, you help keep nature cleaner.
This brush has traveled a long way. It began its journey in your household recycling bin – born from your choices.
Plastics that could have ended up as landfill, scattered in nature, or burned into the air as smoke have now found a new beginning.
Now, the brush stands here, blending into the embrace of branches and bark
– like a part of nature. It doesn’t belong here, but it has been accepted here.
We are Ecoha – a brand that breathes life from nature's harmony and gives recycling a fresh start.
Thank you for recycling – together we keep nature clean.
This brush has traveled a long way. It began its journey in your household recycling bin – born from your choices.
Plastics that could have ended up as landfill, scattered in nature, or burned into the air as smoke have now found a new beginning.
Now, the brush stands here, blending into the embrace of branches and bark
– like a part of nature. It doesn’t belong here, but it has been accepted here.
We are Ecoha – a brand that breathes life from nature's harmony and gives recycling a fresh start. Thank you for recycling – together we keep nature clean.
This brush has traveled a long way. It began its journey in your household recycling bin – born from your choices.
Plastics that could have ended up as landfill, scattered in nature, or burned into the air as smoke have now found a new beginning.
Now, the brush stands here, blending into the embrace of branches and bark
– like a part of nature. It doesn’t belong here, but it has been accepted here.
We are Ecoha – a brand that breathes life from nature's harmony and gives recycling a fresh start.
Thank you for recycling – together we keep nature clean.
Campaign Idea
The Ecoha brand campaign focuses on raising consumer awareness about the environmental impact of everyday shopping choices. At the heart of the campaign is a visual receipt that reveals the plastic footprint of purchases, reminding consumers that plastic awareness begins in the store.
The receipt serves as a tangible and insightful tool that makes plastic consumption visible to every shopper. The message is not meant to guilt-trip, but to encourage more responsible choices, such as opting for Ecoha’s plastic-free dishbrush, recycling at home, and being mindful of purchases while shopping.
The tone of the campaign is humorous yet informative, aiming to offer realistic and attainable ways to reduce one’s plastic footprint. The goal is to inspire small but meaningful changes in daily consumption habits and make sustainable choices attractive and easily accessible.
CASH RECEIPT
Shop Name: The plastic shop
Date: 04.01.2025
Thank you for your attention. Awareness of plastic starts with your choices. Here is your receipt, showing the plastic footprint of your purchases. The choices can begin in the store.
Description
Pasta, 500g Milk, 1L (carton)
Ecoha Dish brush
Shampoo, 400ml
Candy bar, 50g
Frozen veggies
Toilet paper, 8 rolls
Frozen pizza
Microwave meal
Toothpaste, 75ml
Apples, 1kg
Tax
Total price
Total packaging plastig
Packaging plastic
Avoiding plastic can be challenging. By recycling plastics at home, you’re already making a big di erence. Thank you for choosing responsibly. At Ecoha, we do our best to create products that give recycling a new beginning – for nature and for you.
