We seek to develop a highly credible, green brand and lifestyle company which can provides consumers with a variety of ways to offset the impacts of their chosen lifestyle---including renewable energy credits, high-quality certified carbon offset credits and other green items. These will be offered at a range of price points, allowing consumers to easily mitigate their negative environmental impacts and visually display their choices to others. These green attributes will be “embedded” in an article of clothing, badge or other item. For example, t-shirts or baseball caps will convey our brand, and should clearly communicate that the item represents an “offset”. QR codes will be discretely (or maybe not so discretely) included on the merchandise (maybe as part of the design motif itself) which when scanned using a mobile device will lead to information about the specific sources or projects that offset the impacts.
We anticipate pursuing both the consumer retail market as well as corporate sales. With respect to the retail consumer, our likely customers are values-aspirational, practical purchasers who are constantly looking to align their action with their ideals; they are willing to purchase values-based products so long as the purchasing action is easy and practical. We also intend to pursue corporations who wish to embed a sustainability aspect to their activities, whether via providing merchandise and other items to its employees and customers, or via acquiring other green attributes.
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• Values we’d like to communicate: we’re highly credible and professional; we’re “green” and “sustainable”
• We aspire to be a leading lifestyle company, helping our customers strike a balance between fun/excitement and care/responsibility.
• The logo could possibly be adaptable, so that it could include a numerical value (e.g. 5 tons of carbon”, or “1000 kWh of green electricity”. This is optional, and should not be the defining element of the logo design.
• In a lot of the merchandise a QR code will be used which when scanned will lead you to information about the source of the green attribute “embedded” in the article of merchandise. Maybe incorporate a QR code into the logo itself? Not a requirement, just an idea.
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