Casca is a startup based in Rio de Janeiro, Brazil, that provides a subscription model composting service for residents and businesses. The company's technological approach makes it accessible for the client to compost, while also benefitting from a fidelity club for other services.
Scope:
Brand Strategy & Messaging
Brand Identity
Web Design
Illustration Art Direction
Motion Graphics
Content Creation
Brand Identity
Web Design
Illustration Art Direction
Motion Graphics
Content Creation
Having been a part of Casca's identity from the start, I knew the problems faced by a young company providing a service with organic waste. The startup went through different phases before consolidating its model to the Rio de Janeiro audience.
The service lacked automatization and clarity, making it difficult to scale. With new investment came a complete rebrand focusing on clarifying and making the service accessible to more clients in the region.
Competing with a much bigger player in the market, Casca had to provide a simple solution to a problem that is still misunderstood for many. The rebrand had to bring character to the company, turning composting into a lifestyle, unassociated with trash and waste. The first step was to escape from the classic use of green that every socio-environmental company uses. We opted for an earthy color palette defined by the soil. Photography was a major differential, where instead of using soil and composted waste, vivid fruits and vegetables took place.
Also, the logo had to bring vivacity to the brand and stay away from the old logo. The motto was to be bright and crystal clear. A major remodel in the website also drove customers to effectively understand the service and subscribe.
The Instagram positioning and copywriting developed into a charismatic voice effective to young adults and elder audience, with simple-to-digest content. The instagram base increased from 1800 to 3800 followers in three months with education based content and influencer interaction.
Compare to the OLD BRAND below:
Instagram content and design
Desktop and mobile website
Old logo
