The second Plastic Free aisle will open in the Ekoplaza branch in the Hague in June, with the remaining 74 branches following on after that. The compelling launch campaign features badges, posters and (plastic-free) carrier bags, making full use of the bold, angled typographic Plastic Free mark.
As MadeThought's Ben Parker notes, “In taking on this challenging brief, we wanted to look beyond the overused lines about environmentalism and altruism. The brief was all about fashioning a new way of looking at plastic and its place in modern life. It was about realising an inspiring vision of the future that transcends the limited modes of thought that have gone before. Design can never be truly progressive unless it changes behaviour. Plastic Free Aisles offer a vision of the future that consumers can get on board with. They demonstrate that going plastic-free does not mean forsaking choice, convenience or quality. Instead, going plastic-free enhances all those things.” Here, here. Let's hope that the likes of Tesco, Sainsbury, Waitrose et are listening…madethought.com