Lang Leve Plastic

Project background

The client: Lang Leve Plastic (Long Live Plastic - an ironic play on the fact that plastic is durable and possible to avoid its disposable use). The company explores the intersection between art, design and sustainability by upcycling plastic bottle caps into modular beams for furniture. The customer would assemble the beams themselves, and the brand would provide additional workshops about the process of creating the beams. This adds a DIY aspect and could be described as LEGO for adults. The purpose of this project lays within the brand development, due to the early startup stages of the brand.

Creative process

The task was to thoroughly analyse the brand through conversations with the founder and multiple levels of activity and purpose analysis. A thorough company, competitor and customer analysis was conducted in order to understand the positioning and differentiation of the brand within the market. Interviews were conducted with potential clients to pinpoint points of improvement and points of strength. It was established that the brand is creative and playful, and the DIY element contributes to high level of involvement of the customer.

Final results

Main suggestion involved a focus on positioning the brand for specific target audiences that will better react to the product. It was concluded that a B2B approach would be most beneficial for more expensive products for which companies would have the means to splurge on to emphasise a focus on sustainability and social responsibility within their corporate values. Cheaper products could focus on the B2C market, that creative individuals could afford. Primary brand elements like the name and the website could be tweaked for universal understanding and further international expansion and to avoid confusion as the interviewees mentioned with regards to the name. The logo on the website was also not very consistent with the rest of the website colours, which was another suggestion for improvement. For marketing purposes, workshops and events should be the main focus of the brand, as well as a future focus on partnerships with sustainable organisations. Create positive WoM through encouraging healthy information flow in posts and blogs, as well as engaging with active customers to help further promote the brand. The early corporate identity of the brand is vision, aesthetics, playfulness, charisma and trust, which should be emphasised in targeting and positioning decisions.