Brand Design


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This branding focuses on flagging up the environmental damage caused by industrial waste. Characterised by the signal word “fail” and implemented in a crossed-out type, the brand name references harmful substances generated in the process of producing “useful” objects. The design uses the symbol of a root to convey that combustion products like fly ash gradually contaminate the soil and the ground water when left carelessly on the ground. Complemented by a newspaper aesthetic in dull grey and beige tones, a visual appearance is created that can be grasped intuitively, yet remains easily recognisable.

Red Dot

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