WØRKS’ crisp, structured brand pulls focus to the technology powering biomaterials company erthos®

By harnessing cutting-edge technology, erthos® is developing efficient biodegradable substitutes for plastic. The visual identity of this pioneering biomaterials company has been redefined with the help of New York-based creative studio WØRKS – encapsulating their innovative approach to sustainability through biodegradable plastic substitutes – and has been timed strategically to coincide with erthos® transitioning from a materials supplier to a technology-driven material studio. The central objective of the rebrand was to convey a sense of trust, expertise, and a profound optimism for the future, with a look intended to resonate not just with industry-leading businesses who would be their clients, but also with a younger, climate-aware audience seeking thought leadership. The resulting identity is a marriage of emotive imagery, sophisticated typography, modular data design, intentional colour usage, and a clear and concise logo system, all of which express the brand’s strategic formula of ‘Trust, Education and Optimism.’ “The brand immediately instils confidence and clarity, a sense of mastery, and an energising and positive view of a plastic-free future,” says Partner & Creative Director Haris Fazlani. A three-dotted circle leads the brand image, described by Partner & Designer Roy Cranston as “an essentialist form representative of both circularity and our planet, and nods to historic and iconic symbols of planetary health.” Having working with erthos® since the inception of the brand, WØRKS refined the logo to ensure it functions seamlessly across all applications without losing its familiarity or equity.