We took primary shapes to represent the natural and recycled materials the laptops are made from, concentric circles for wood, an aluminum can and a cardboard box. These became the basis for our visual identity, combined with a bright, cheeky colour scheme.

Early on, we focused on showcasing the multiple lives the product had before being recycled into a laptop. We focused on a brand line that was being spoken from the product itself: ‘I’m no ordinary laptop. I’ve solved the problem of moving our technology into an eco friendly future. Using basic things you have used everyday, I’ve recycled and compressed them down to make something new and exciting. I bet you could pick something near you right now and I would be made from it. Remember me?’ 

In the world of technology branding and advertising, new products can seem intimidating and impersonal. We wanted to ensure that IAMECO’s story was front and center for this campaign and that customers found themselves easily engaging with the friendly, personal tone of voice. We crafted stickers which were put on the recycled cardboard box to personally tell the customer what recycled items their laptop has been made from, as each one is unique.

This project was made in collaboration with the talented Muirin Goulding, @mg_design