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Branding > 10.3 Motion Logo

A recycling identity


Handelens Miljøfond, (the Norwegian Retailer’s Environment Fund) is a collaboration between the government and the business organizations.
They charge an environmental fee of 50 cent on all plastic carrier bags in Norway.
The fund will (with NOK 300 – 400 million a year) support projects that work to reduce the plastic waste. This is a good news for the environment.
The members of the fund are stores that sell plastic carrier bags, and now these environmental responsibilities are taken.
The Norwegian Retailer’s Environment Fund is organized as an independent association, and is the business sector’s tool for reducing the use of plastic carrier bags and other environmental problems associated with the use of plastic.
The task was to develop a full visual identity for the Trade Environment Fund.
Both as a separate brand, but also a 50-cent eco-label that will be implemented on plastic bags at all grocery stores in Norway.
The Norwegian Retailer’s Environment Fund is about reducing plastic waste, and increasing the utilization of resources by plastic.
With re-creation as a concept, the visual identity has a simple starting point with 4 elements.
(Two curved lines, one leaf and one arrow.) These symbolize the 4 basic elements of nature.
Together they form the basis of the new eco label icon that is seen on almost all plastic carrier bags today.
This simple icon that contains only 4 elements, is the starting point for animated storytelling that is used in various designs and digital communication platforms. The animations help to strengthen the ambitions
and goals of the Trade Environment Fund.
It is important to use the simplicity we already have, to re-create a better future for everyone.

  • Creative Directors Mats Ottdal
  • Art Directors
  • Designers Kristoffer Eidsnes
  • Illustrators
  • Photographers
  • Editors
  • Copywriters
  • Account director Kristin Grimstad
  • Account manager Jennie Andersson
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