



De-extinction
Once Upon A Time
Sustainability
2023
Disposable packaging is stuck in a cycle of bland promises and empty gestures. The category looks transactional, sounds formulaic, and feels hollow. De-Extinction set out to change that by making sustainability urgent, visible and impossible to ignore.
De-extinction
Once Upon A Time
Sustainability
2023
Challenge
Disposable packaging is stuck in a cycle of bland promises and empty gestures. The category looks transactional, sounds formulaic, and feels hollow. De-Extinction set out to change that by making sustainability urgent, visible and impossible to ignore.
Strategy
We took inspiration from global movements and protest culture. The idea: make sustainability a rallying cry, not a platitude. De-Extinction would cut through the sea of sameness with a brand built to provoke action, not just nod to it.
Identity
The dinosaurs returned, not as mascots, but as warnings. Bold, vibrant, expressive creatures that signal the risks we face if nothing changes. A high-contrast palette and urgent type system amplify their energy. Even the name, created by Koto, captures the spirit: extinction is real, unless we act.
Application
The identity comes alive across packaging, campaigns, and communications. Dinos demand attention, supported by typography and color that feel loud and uncompromising. Every touchpoint reinforces the urgency of the mission, giving sustainability a voice with bite.
Outcome
We partnered with De-Extinction’s founders to create a brand that broke through and gave them a distinctive story to take to market. The identity helped them stand out with key customers, including successful meetings with Sweetgreen, proving the power of a bold, differentiated brand at the earliest stage.







































