Caboo, a pioneer in the bamboo paper products category, was getting crowded out by new competitors. Its important (and impactful!) environmental message was getting lost in a slurry of statistics. The brand was bland, emotionless, and losing ground.

Carbon is confusing. Bamboo is foreign. We ditched the default category script to focus on what people really care about: saving the forest. We developed a bold new visual and verbal language built around sweet forest creatures, grateful trees, a wise owl mascot, and an optimistic outlook on consumer choice: “It’s up to us to save our butts!”

• Brand strategy: positioning, narrative, voice, point-of-view

• Brand and packaging design

• Visual and verbal brand language and toolkit

• Photo art direction

• Social and marketing content pillars and messaging guidance

Caboo is now the #1 tree-free brand in the US, they’re #1 in all every one of their categories on Amazon, and their distribution is rapidly expanding across North America.