OVERVIEW
Pela is a company that manufactured compostable phone cases, airpod cases,
sunglasses, watches, and other accessories. They are made of a bioplastic derived
from flax fiber, so unlike many "biodegradable" phone cases they break down fully
into the soil in less than a year. Most of Pela's sales are currently online, but they
are looking to expand to more retail outlets. They need a marketing campaign and
retail display for their expansion.
Pela is a company that manufactured compostable phone cases, airpod cases,
sunglasses, watches, and other accessories. They are made of a bioplastic derived
from flax fiber, so unlike many "biodegradable" phone cases they break down fully
into the soil in less than a year. Most of Pela's sales are currently online, but they
are looking to expand to more retail outlets. They need a marketing campaign and
retail display for their expansion.
CHALLENGES & GOALS
The main goal is to advertise Pela as an environmentally sustainable brand. The
campaign, copy, and visuals will focus primarily on this aspect. In addition to their
cases being compostable, Pela strives to be carbon-neutral by purchasing carbon
offsets for their production. Many customers may be repelled by the higher price
point, so the goal is to convince them that Pela is the morally correct choice and
therefore worth the money. Another challenge with be determining the most
fitting retail environment and integrating the campaign in with the retailer's own
aesthetics and branding. The color schemes, designs, and overall aesthetics of the
cases resemble many of the products sold at Target. Target is a supermarket and
department store chain, and phone cases are one of the many products they sell.
RESEARCH
Heyday is the biggest brand of phone cases sold at Target, and Pela can get an edge
on the competition by advertising their sustainability and compostability. Because
of their high price point, the main demographic of Pela customers is middle and
upper middle class. This demographic is willing to invest more in a phone case that
is better for the environment than spend less on a case made of regular plastic. A
majority of the customers showing off their Pela cases on social media are women,
but some men buy them as well.
Heyday is the biggest brand of phone cases sold at Target, and Pela can get an edge
on the competition by advertising their sustainability and compostability. Because
of their high price point, the main demographic of Pela customers is middle and
upper middle class. This demographic is willing to invest more in a phone case that
is better for the environment than spend less on a case made of regular plastic. A
majority of the customers showing off their Pela cases on social media are women,
but some men buy them as well.
SOLUTION AESTHETIC
The earth tones of the campaign's color scheme draw from the colors of various
Pela cases. Green is a dominant color because of the environmental aspect, and the
warm tones make the brand feel inviting. The green, yellow, orange and tan are also
present in some of Target's products, unifying the two brands. The plant graphic
also emphasizes eco-friendliness and references the plant-based material used for
the cases. The other organic shapes reflect some of Pela's designs as well as some
of Target's own designs. The typeface, Urbane Rounded, resembles Pela's logotype
and creates a friendly tone. The headline "protect your phone. protect your planet"
communicates that the customer will get personal value out of a Pela case as well
as help the environment.
The earth tones of the campaign's color scheme draw from the colors of various
Pela cases. Green is a dominant color because of the environmental aspect, and the
warm tones make the brand feel inviting. The green, yellow, orange and tan are also
present in some of Target's products, unifying the two brands. The plant graphic
also emphasizes eco-friendliness and references the plant-based material used for
the cases. The other organic shapes reflect some of Pela's designs as well as some
of Target's own designs. The typeface, Urbane Rounded, resembles Pela's logotype
and creates a friendly tone. The headline "protect your phone. protect your planet"
communicates that the customer will get personal value out of a Pela case as well
as help the environment.
