Identity for the world’s first ‘plastic fishing company’ that uses the plastic waste its has recovered to build boats.
Plastic Whale is an initiative of Marius Smit, who, in 2010, formulated the aim of turning Amsterdam canal plastic into boats. Companies can rent these boats to fish up plastic from the canals. Thus, Plastic Whale makes a contribution to solving the plastic soup problem. Seven years on, there are nine boats, and a professional team has been assembled that organises the corporate plastic fishing events and recruits sponsors.
When Plastic Whale started out, it was totally unclear whether Marius’s aim could actually be realised. My contribution consisted in creating an identity that would represent Plastic Whale as a reliable enterprise, so that people would be happy to help make the first boat.
The most important insight was that Plastic Whale is not some grubby recycling club, but rather a creative and enterprising company. Plastic Whale aimed to cooperate with companies and sponsors. Therefore, we opted for a transparent and cheerful identity that particularly had to work in combination with sponsors, who already had their own brand palette. A heart shape became the binding element between Plastic Whale and the sponsor, who was thus given a platform to tell his sustainability story.
All these design decisions converge in the boats that together convey the image of one fleet on the Amsterdam canals.
Lemon Scented Tea was responsible for communication. My role as a design director has developed in the course of the past 7 years.