A hard-hitting campaign to
end plastic complacency

There is currently enough plastic in our oceans to circle the planet 425 times. Which is killing them. Greenpeace wanted to jump-start their anti-plastic campaigning with a new identity designed to really gross people out, enough to raise their voices and act.


Lovers were invited to design a campaign framework that could be used flexibly by multiple Greenpeace teams. Unless people feel how disgusting the ocean plastics problem is, nothing will change. We set out to build a shocking communication design toolkit.

Grim Pickings

fishing for inspiration

We took a hands-on approach to the visual identity challenge, lifting bags full of plastic out of the Thames Estuary in London and into our computers. There we began to rearrange plastic fragments to create hard-hitting messages, gradually evolving them into a design system.

Leading by example

a flexible toolkit

Greenpeace need to maintain an agile approach to communications because the conversation evolves each day. This meant we had to equip their teams with a raft of best practice examples and a kit of parts to apply broadly, often with limited design training.

Going for Goliath

putting pressure on giants

The Coca Cola Company is the planet’s largest soft drinks manufacturer, which means they create a lot of plastic bottles. Greenpeace knew that if they could bring Coke to the table on the Ocean Plastics issue, it could push the agenda for industrial change.

Never give up

“Coca-Cola in Britain and Europe has made a u-turn on deposit schemes and now supports adoption in the UK after pressure from Greenpeace.”

The Guardian