MarinaTex
Dyson Live Brief    2020
Working Collaboratively with Carolyn Browse
Brief: Design a visual identity for MarinaTex that reflects what it is and why it’s a better/more sustainable alternative to plastic.
Has to work well across a variety of platforms from materials that support the sale of the MarinaTex material to packaging businesses, to consumer facing launch materials to drive awareness of the problem that MarinaTex solves.
Has to work in a range of sizes, from extra large on industrial rolls of material, to a discreet credentials icon/symbol that can be used to help consumers quickly identity that MarinaTex has been used in the packaging.
MarinaTex will not always be the primary identity.
Brand and Identity, Collaboration, Animation, Social Media

Symbol and Mark for use on third party packaging

Solution: After speaking to Lucy, we identified MarinaTex’s contribution towards a circular economy as it’s main USP. We made this a prominent element of the logo. Each individually coloured fish represents one of the four MarinaTex values, as well as a more literal association with fish scales and the ocean. Combined they form a circle symbolising Lucy’s strive towards a circular economy.The visual similarity to the recycling logo, indicates a more environmentally conscious disposal process is available for the product.
Using wordplay we formed the tagline, ‘Tipping the Scales’ to highlight the material’s potential to revolutionise the single-use plastic alternatives industry and reduce the waste stream.
Two simplified versions; symbol and mark, shown above and below on example products, would be used for packaging where MarinaTex is not the primary branding.

Background
300 million tonnes of plastic produced a year. 
50% of it is single use plastic.
Garments and fashion items are usually covered in a clear plastic bag for protection from manufacturing to retail stores or consumer homes. It is often removed before it gets to us, so we don’t always see it - but its there behind the scenes.
150 billion polybags which need to be disposed of each year. Some of which will eventually end up in the sea.
8 million tonnes of plastic waste is dumped into the ocean each year. It is estimated that by 2050 there will be more plastic in the ocean by fish by weight.
MarinaTex History
MarinaTex was invested by Lucy Hughes using an existing waste steam - fish skins and scales. With a red algae as the binding product.
172,207 tonnes of fish waste is currently produced in the UK each year. That’s enough to produce over 1.2 billion bags.
MarinaTex is made from all organic materials and can degrade in a soil environment in under 6 weeks.
It could be used in a variety of single use applications, such as garment packaging or dry-cleaning bags as an alternative to plastic. Or as recycling bags for home compost bins.
Our videos aim to highlight the problems MarinaTex addresses and inform viewers about the product’s origins, values and potential to trigger positive change. The four key values and their symbolisation in the logo are also explained in the videos.
We created two versions. The first slightly longer and in a widescreen format, to be used when pitching to businesses and for other corporate applications.
The second (right) is shorter and in a square format for social media purposes, e.g. Instagram, this would be used to promote and inform the public of MarinaTex, it also contained further visual elements to aid with engagement.

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