HoldOn – Planet Kind Heavy Duty

Challenge

100 Billion bags are used and thrown away in America each year, piling up in landfills, clogging waterways and endangering wildlife.

The existing eco category is full of bags which break and aren’t up to the job.

HoldOn was created to find a better way without compromising on quality; heavy duty, plant-based, 100% home compostable bags that break down in weeks, not centuries.

How do you create a brand that balances cutting edge eco-credentials with the comforting reassurance of the traditional big players?

Solution

A broad swathe of modern consumers want to feel like they can be part of the solution to the eco crisis, without wanting to compromise on the quality of the products they use.

HoldOn needed to look and feel like a brand on a mission to make a difference.

We utilised the bold visual codes of protest movements, placing HoldOn’s empowering tone of voice at the heart of the identity.

This is balanced by moments of visual wit; the trash bag ‘O’, disappearing typography and a playful pattern, to create a system with strength but also a smile.