Consumers are more environmentally conscious and tend to pay close attention to labels that claim to be “green”, but are these labels honest in their claims?
Greenwashing or “green sheen” is a form of marketing strategy used to present products as being environmentally friendly, when in actuality they aren’t “green” at all. Green Truth is an awareness campaign to bring greenwashing to light and to educate consumers to research more into what they're buying.
Greenwashing Campaign
UC Davis • Student • Apr 2017
Brand Identity
After naming the campaign to Green Truth, we wanted the focus to be enclosing the gap of consumers and companies. The logo's icon is an venn diagram with a leaf motif in the center. The venn diagram is to represent the two parties of our focuses. One circle to represent consumers and the other for companies. The leaf motif is to represent the subject of sustainability and the "green" in greenwashing, also to bring attention to the fact that this topic needs both parties to be aware of .
Business System
Card Game
The Green Truth brochure is a combination of a card game to ensure memory of the 7 Sins of Greenwashing, and a way to inform new supporters of how Green Truth wants to bring awareness to greenwashing. The 7 Sins of Greenwashing card game consists of 1-4 players, and 2 roles: the expert and the consumers. The expert reads out each sin’s descriptions and corresponding examples, and the consumers have to figure out which of the 3 examples is not true.
Marketing Materials
