newsletter

A Better Story of Clean Air Kaiterra Rebrand

A Better Story of Clean Air Kaiterra Rebrand

It’s easy to feel powerless in the face of big problems like air pollution. As China and India’s #1 air quality monitor, Kaiterra knew this problem intimately. Kaiterra needed to challenge the status quo, empower users, and inspire grassroots discussions about air.

With people exhausted by visions of doom and statistics of gloom, the brand engages users emotionally instead of factually. A big part of this is a no-infographics approach. Bold statements and visual metaphors keep a large problem accessible. To do this, we developed a brand language inspired by editorial masters of the New York Times and New Yorker, who use a variety of illustrators and illustrations to humanize complex issues.

For major campaigns and emotions-led provocations, Kaiterra now works in visual metaphors for even larger impact. Colours and type give cohesion; a changing cast of illustrators adds constant new energy and intelligence.

CREDIT

  • Design Agency: Joel Derksen
  • Organisation/Project Type: Freelance, Published Commercial Design
  • Article Title: A Better Story of Clean Air Kaiterra Rebrand
  • Brand / Project Name: Kaiterra
  • External Design Credits: Writing: Siobhan Dempsey, Strategy: Kyle Fiore, Illustrators: Cam Chalmers, Brunna Mancuso and Natasha Dzhola
  • Strategic Deliverables: Brand Architecture, Research / Insight, Product Architecture, Brand World, Brand Strategy, Tone of Voice
  • Design Deliverables: Packaging Design, Illustration, Brand Identity, Identity System, Branding, Brand Refinement, Brand Redesign, Brand Creation, Graphic Design, Brand Guidelines, Brand Rejuvenation, Brand Advertising, Rebranding
  • Location: Netherlands
  • Market Country: China
  • Market Region: Asia
  • Product Category: Household
  • Consumer Packaging Format: Box
  • Consumer Substrate / Material: Pulp Paper

FEEDBACK

Relevance: Solution/idea in relation to brand, product or service
Excellent
Vote
1
Good
Vote
1
Bad
Vote
1
Implementation: Attention, detailing and finishing of final solution
Excellent
Vote
1
Good
Vote
1
Bad
Vote
1
Presentation: Text, visualisation and quality of the presentation
Excellent
Vote
1
Good
Vote
0
Bad
Vote
2