Companies that make a strategic decision to produce products that achieve FCS certification are making a conscious effort to make a sustainable difference. As consumers it is vital that we acknowledge this, and are made aware of products, which are available in the marketplace.
In the designs I am conveying a sense of optimism and a feeling that I “the consumer” can make a difference by being proactive and making conscious choices. The check mark symbols are iconic references to trees as new sprouts, or a simplified form that can be easily understood. I try to show eco-conscious consumer that there are options.
The ads capture a sense of whimsy and mystery while also remaining informative. I wanted to create simple memorable imagery, which subtly conveyed the deforestation issue.
We all must be more aware of what we consume, and make more informed decisions, by thinking before we buy.