UK – Biomaterials science company Biozeroc worked with How&How on a rebranding, playfully nicknaming the bio-concrete manufacturer as the House of Hard Things.
While conventional concrete is reportedly responsible for 8% of global emissions, Biozeroc is using biotechnology to create a carbon-negative version of the construction material. The start-up commissioned How&How to create an impactful brand identity that will stand out in the low-attention category that is concrete and other hard materials – while raising awareness of its carbon footprint.
Instead of opting for classic environmentalist aesthetics, How&How decided to opt for humour. The result is a brutalist visual language with colourful accents and playful messaging. Biozeroc’s mission has inspired the tagline House of Hard Things – appropriate for a company undertaking the hard mission to re-invent the core components of the world’s hardest materials. The company is also ‘spreading hard truths’ by sharing unspoken dirty secrets about the cement industry.
The use of subversion in sustainability messaging is proliferating. This creative strategy can draw attention to topics that the wider public is tired of hearing about, or doesn’t care for much, to initiate a climate conversation.
Strategic opportunity
Take cues from How&How’s creative rebranding of this cement start-up – can you opt for a more unconventional and engaging narrative to tackle serious topics and stand out?