Branding 3.0

To regard the skin of fruits or the planet’s atmosphere as refined design solutions was the spark that, exactly 20 years ago, led me and my two partners, Gustavo and Patricia, to start an unusual design firm that sought  inspiration from Nature to develop product solutions and low environmental impact packeging.

At the time, this sounded rather strange, but thanks to our good fortune and persistence we did managed to procure a few clients, certainly crazier than ourselves, who believed in the ideas we we were trying to put forward.

Throughout these past years, we have been able to experience an astounding process of coming of age in the design and branding universe. Having had a very special team from the very early days our company has had the opportunity to get involved in relevant and challenging projects.

Today, more than ever, in face of all the changes that are taking place in the world , we understand that our efforts might , once again, go down a new route, perhaps  not yet a very commercial, but nevertheless an inspiring one: to help create the new places brands will inhabit if they wish to survive in the new global scenario that lies ahead of us.

To what extent will the new paradigms of ˝welbeing˝, success, growth, not to mention the new unmistakable signs of environmental and social stress, shape the relationship between people and consumerism?

How will new desires and expectations be tended to in a sustainable way?

Is it possible that might learn to make business with Nature?

How can we redesign and ˝less material˝ and lighter economy?

And, above all, how should we think and do business in an all-win scenario?

The objective of this blog is to discuss how Branding 3.0 and the alternatives proposed by it, will help brands find a new stance in the future, where sustainable development imposes itself as a basic need to companies worldwide. Our aim is that this space hosts a democratic debate on how brands, in accordance to their essence and their true vocation, can follow a particular and unique path that will lead them to fit into a new world economic order.