Pulp+Wire Update ECOBAGS and Highlights the Brand's Legacy
by The Dieline on 04/21/2021 | 2 Minute Read
ECOBAGS started in 1989 with a simple goal; to produce responsibly made and sourced bags at great prices so that reusable becomes a way of life. First sold on Earth Day in 1990, it's safe to say reusable totes have become a way of life 31 years later.
The brand asked creative agency and brand alchemists Pulp+Wire to update the packaging for the original reusable tote and variations on their classic String Bag. It's a simple, lightweight, expandable cotton net bag used in Europe for generations, long before paper and plastic bags.
The Portland, Maine-based agency rebranded ECOBAGS with clean, sustainable packaging, making sure the new look still feels authentic, simple, and eco-friendly. The primary focus was updating the hangtag at the top by using bold color and type. The updated look feels new and utilizes a natural color palette, making it obvious for both the educated or unfamiliar consumer that ECOBAGS products are a more sustainable choice.
The updated hangtag and look still allows the packaging to get its message about use, purpose, and why this matters across. It also lets the beautifully uncomplicated product itself take center stage, allowing the consumer to feel and touch the merchandise hanging down from a simple hangtag. Minimal packaging that told a quick story was vital!
Also crucial to the rebrand was how the packaging talked to consumers. That had to be updated and the look for modern consumers who are very aware of the importance of sustainable choices. Pulp+Wire made the rebranded identity appeal to the organic and natural consumer who already has 20 reusable totes at home but wants better for the earth.
Differentiating ECOBAGS's new look and elevating it from the greenwashing bandwagon’s noise was key by sharing the brand’s legacy for legitimacy and showing its versatility in new and unexpected ways.