Branding for Modern Meadow’s new biofabricated leather
A NEW MATERIAL
Our task was to create a logo and brand identity to introduce Zoa, a non-animal leather, grown using a revolutionary new technique called ‘biofabrication’ from collagen they’ve designed and grown. This sustainable new material opens unprecedented possibilities for experimentation in product design and manufacturing techniques, inspiring partnership with leaders in visionary, inventive, utopian and sustainable design.
This was new territory. We were creating an identity, not for a product, but for a new type of raw material.
We wanted a next-level identity that was as adaptable, as expressive, as open-ended, and invitingly tactile as this raw material.
Named by Anthony Shore of Operative Words, Zoa is a suffix that describes a collection of living forms.
THE STORY SEQUENCE
The story sequence is a kit of parts that visually sets up the three steps of Zoa: design, grow and assemble. The sequence may be used in any and all of its forms, just as the material itself works, from stacked to animated.
A MARK, NOT A LOGO
By branding an actual material, we went back to the earliest origins of brand identity; creating a mark that is a traceable indicator of authenticity and provenance.
The logo evolves from the earliest branding techniques: animal brands and Sumerian lettering, to become clearly defined letter shapes, and then to take on the essential structures of the square, the circle and the triangle.
These Zoa logos can be stamped, embossed, embedded, or grown into product. They can add traceability and are a mark of genuineness and origin.
"Grown of Zoa" acts as a qualifier to the mark– a way to decode the symbols and hints at what it is.
The three primary shapes that make up the essential shapes of logo are the building blocks of structure that have inspired artists, designers and educators, from Italian artist, designer and inventor Bruno Munari, to the Bauhaus and Minimalist art movements, to Friedrich Fröbel who laid the foundation for modern childhood education. They are creative, constructive forms that are endlessly inspiring and expressive in their simplicity.
TACTILE IN NATURE
The Zoa mark is designed to become a part of the object it creates. To withstand wear, to last over time, to work with the sensory nature of the material and to add value to whatever it makes.
REFRAMING AN INGREDIENT BRAND
We wanted to visually rethink the palette and usage of an ingredient brand. Rather than acting as a qualifier, like “Intel Inside” or “Powered by Ecoboost”, we instead positioned Zoa to be an indicator of the very essence and existence of a product and to add value, modernity and intelligence to the partner brand.
This stamp authenticates the material and makes it traceable, and the phrase "grown of Zoa" signals the method.