Entry

Carbon Negative

Submitter:

Company:

Link:
https://designreplace.com/casestudy/carbon-negative/

Concept/Purpose of the Work:
Negative is the New Positive! Here’s the Scoop. We were approached by our long-time clients at Jonny Pops Inc. to name and develop the world's first food brand completely dedicated to delivering a carbon negative product line. The result was the brand design for Carbon Negative. Replace was tasked with naming, brand design, packaging, website design, illustration, copy writing, and an expansive style guide design. The brand was made from this brand mission: Climate change is not just A crucial issue for the food industry: It is THE crucial issue for our planet. Replace Inc. was founded for only these kinds of products and these types of design challenges. Our Carbon Negative client decided to be part of the solution and part of this mission. Studies show that up to 30% of an individual’s carbon footprint comes from food. One very real part of that problem is that making one of our favorite foods, ice cream, generates around 2 lbs. of CO2 per pint. For the love of ice cream and our planet, Carbon Negative was created to be a brand leader that knows we ALL have to do better. Carbon Negative was created to introduce a new kind of approach to lick climate change, and take a small step on the journey to BETTER. It takes design partnership and cultivation of a like-minded supply chain from agriculture, to packaging to transportation, to reduce the carbon footprint of food. This brand started it's journey by reducing the plastic use in packaging and purchasing of carbon offsets focused in the agricultural area. The brand was created to be a first step on a never-ended path to carbon reduction in the food sector. These are lofty and often complicated messages. The challenge of Carbon Negative was to both introduce these global climate issues and provide an easy consumer option to address them through consumer choice.

Results of the Work:

Now we can proudly say that every pint of Carbon Negative Ice Cream eliminates 2 pounds of CO2! The journey towards a Carbon Negative product is a world of math. This means transparency in numbers. Here are few metrics and results for this brand that were critical for success.

Measuring: By working with Climate Neutral, this new brand is able to measure the carbon they create at every step of production. 1.) Growing and sourcing the ingredients. 2.) Crafting, freezing, storing and shipping the ice cream. 3.) Producing electricity for heating and cooling their facilities

Reduction: Reduction is a vital to reducing the carbon footprint. Carbon Negative is pairing their carbon reduction efforts with 200% offsetting, and works with Climate Neutral to to reduce their emissions even further over the life of the brand.

Carbon Credit Offsets. Carbon Negative works with the following carbon reduction accreditation partners. • Verified Carbon Standard • American Carbon Registry • Gold Standard • Clean Development Mechanism • Climate Action Reserve

Plastic Wrap Free Shipping Boxes: CN is fully committed to using sustainable packaging. The cartons are made with 97% renewable materials. Unlike most brands who use plastic shrink wrap, all of the CN packaging used to transport the pints to a store is completely recyclable, including the plastic-less tape used.

-2 Lbs. net CO2 per Pint: Carbon Negative was committed to being certified Climate Neutral for the year of 2021 (the first year in operation). To help this brand reach that goal, they partner with Climate Neutral. Climate Neutral is an independent nonprofit organization accelerating the transition to a low-carbon world by putting a price on carbon emissions. They're leading the fight against climate change by helping brands measure, reduce, and offset entire carbon footprints.

How the Work Was Delivered to the Masses:
Carbon Negative was introduced to the local grocery chains and Coop groceries of the Minneapolis/St. Paul Market in 2021 to test the product launch. Sales have been robust and word-of-mouth growth has exceeded expectations. Media response was incredibly positive. With Carbon Negative Ice cream now in the market, a new line of expansion products is now in the works. The work was introduced through food brokers, responsive local news media, social media, and in-store product tasting.


Credits:
Lucas Richards: Senior Designer
Jeff Johnson: Creative Director
Soona Minneapolis: Photography
Jeff Johnson and Lucas Richards: Writers

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