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.

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.

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.

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.