Final Project for the Bachelor in Design, Class of 2021.
After launching a successful Kickstarter campaign for Tumabo - a sustainable accessory brand, the brand identity quickly began falling apart. This project focuses on discovering a unique brand position in order to lay a strong foundation for success in the future.As sustainability becomes a household word, its meaning evolves. “Sustainability” will mean 50 different things to 50 different people. But who’s right? What’s sustainable to one person might be seen as completely irresponsible to another. Tumbao was founded with the purpose of being genuinely sustainable. As Michael Braungart and William McDonough put it so perfectly in their book Cradle to Cradle “we [need to] stop trying to be less bad and start figuring out how to be good.” When approaching sustainability for the first time, consumers tend to be apprehensive given the mounting negative connotations with price and quality of sustainable goods. For this reason, it is incredibly important to help people process information in easily digestible ways while also making the process of transitioning to a sustainable lifestyle easy, enjoyable and affordable.Over the course of this project, I have focused on certain factors of brand repositioning such as affirming company sustainability guidelines, identifying potential for product improvement, as well as strengthening the brand purpose and values. As a brand, Tumbao strives to bring out the best in people by giving people the best. We understand that sustainable changes don’t come from large lifestyle shifts, but rather small incremental steps. Our mission is to aid people on their journey of sustainability by being the first step of a greater adventure. By understanding the core values of the brand, the project is the foundational stepping stone for creating a successful brand.
