Carbon Shoes

Background
The fashion industry is facing a challenging time where consumers seek out ever more sustainable apparel and footwear.

Challenge
Many Brands were jumping on the Vegan and Sustainable bandwagon. Some brands genuinely and some deceitfully by doing the bare minimum to be called "vegan" or "sustainable". How do we cut through and come across genuine?

Insight
Through prospective customer and desk research I carried out personally we discovered that where some items are impossible to be truly sustainable a replacement of their carbon footprint made consumers feel good about the brand.

Target Audience
Environmentally conscious fashion followers.

Strategy
While brands like Stella Mc Cartney can sell a vegan or sustainable shoe, the rest of their products still tarnish the image of the brand in the eyes of the conscientious consumer. We wanted to create a brand that was more than Carbon Neutral but went as far as possible to be Carbon Positive - making the world a better place than it left it. No other show brand in the UK could claim to be doing this and we intended to be the first. The name Carbon is at the heart of exactly what we were trying to overcome - and we wanted ourselves and our customers to know that at every touchpoint.