Pangea Organics

In 2005, Pangea Organics already offered a line of organic body-care products free of genetically modified organisms, preservatives and chemicals. As the market grew more crowded, however, consumers became suspicious of the apparent hype surrounding claims of "organic" products. Pangea Organics needed a new brand strategy to assure consumers that their products truly promoted environmental sustainability. The design team envisioned a packaging solution to provide consumers the product information and corporate transparency they desired. The strategy relied on viral marketing, fueled by intensive product education at the point of sale. For example, the company employed an environmentally friendly screen-printing process rather than glue-on labels, and included information on the package itself to explain how this change reduced the product's environmental footprint. Since the re-launch of its line in October 2005, Pangea Organics' revenue has grown seven-fold and distribution has expanded exponentially. The new line is now carried by the nation's largest natural food retail chains, Whole Foods Market and Wild Oats Marketplace, as well as luxury retailers such as Saks Fifth Avenue and progressive spas. "Pangea Organics overlooked nothing and left nothing to chance. With this commitment to detail, the company created a bold and beautiful statement. Strict attention to every nuance of design - including the brand visual language, accessibility and environmental impact - helped this product stand out in a cluttered, crowded marketplace." - John R. Hoke III, IDSA, VP, Nike Footwear Design + Innovation "There are some companies that are truly enlightened about design. Pangea Organics is clearly one of them. Design informs every facet of their work to create new value for consumers while also protecting Mother Earth." - Keith Yamashita, Chairman, Stone Yamashita Partners

DESIGN
IDEO

CONTACT
Whitney Mortimer, IDEO
650.289.3462
whitney@ideo.com