EPEAT
Identity
Identity Elements
EPEAT is the definitive global registry for greener electronics, covering the most products from the broadest range of manufacturers. The EPEAT Board wanted to penetrate the consumer market by creating an eco label brand for consumers that was easy to understand and generated favorable consumer action (preference/price premium).
The new EPEAT brand identity needed to firmly establish the new brand as the leading eco-label for electronics, push manufacturers to higher levels of environmental efficiency and increase public awareness of the EPEAT rating system and eco-label.
Challenges
The challenge for EPEAT stemmed from the inherent difficult of trying to garner attention and obtain a legally available trademark in a “green” marketplace that was saturated with environmental programs and certifications. To stand out in a congested market with a somewhat savvy segment, EPEAT’s consumer brand will need a clear and differentiating strategy that speaks to consumer needs in a straightforward, benefits-oriented way.
Actions
Created a brand positioning statement and personality attributes to define the brand and delineate the differentiating elements
Conducted a name generation with 500+ name candidates and tested the selected name with consumers
Explored logo development around four thematic areas – electronic, smart choice, name and grading system, and ‘green’ – and then tested logo candidates in each category, concluding that logos with “EcoSense by EPEAT” resonated most with consumers
Designed a logo for the EcoSense brand