Rebrand + Campaign
We built a consumer-facing sub-brand that humanized Green Biologics and its future products.
Green Biologics is a B2B chemical company that began its 2017 expansion into B2C products with a plant-based lighter fluid, Green Flame.
BRAND PROBLEM: Green Flame may be safer for consumers and the environment, but Green Biologics' highly scientific branding made people confused and mistrustful.
INSIGHT: Many people mistakenly equate chemically-derived products with harmful products.
OBJECTIVE: Make science a force for good again.
SOLUTION: We built a consumer-facing sub brand that humanized Green Biologics and any future B2C products.
BRAND STRATEGY: Share the enthusiastic love for science that drives everyone in the Green Biologics labs.
Introducing Weizmann's, Green Biologics' B2C sub-brand, named after Chaim Weizmann who discovered the acetone-butanol-ethanol fermentation process. Green Biologics uses the same process today to develop plant-based alternatives to household products. Associating Weizmann's name with the Green Biologics brand gives the company a much-needed human element and makes it seem more trustworthy to consumers.
We rebranded Green Flame as the clean, friendly alternative to petroleum-based lighter fluid.
Then we showed people how Flame Food made their food taste better.
PRODUCT BENEFIT: Food tastes better without a petroleum aftertaste.
CAMPAIGN STRATEGY: Better flame, better food.