Carrot

Carrot and Stick

Established in Bergen, Norway in 2017 as a joint venture between New & Company and a public waste management company BIR, Carrot (previously known as WasteIQ) is a Norway’s emerging waste management software which seeks to resolve the global waste problem by correcting datas.
The rename and visual identity system are fruits of the strategy created by Oslo-based sister studios Heydays and Goods.

Carrot aims to tackle the world’s 2 billion tons waste problem. By collecting data when waste is thrown, their technology generates valuable insights about resources that are available for reuse, repurposing or recycling.
Our strategy ended with a name change to Carrot, a name inspired by the old expression ‘carrot and stick’, a motivator that gives back. We set ourselves the task of cataloging different types of waste and using them as identity elements — to put so-called waste on a pedestal.
— Behance project page

Thoughts

From visual elements such as a logo, colors, typography to non-visual ones like tone of voice on applications, notion of identity system has been emerging in last years. However, what truly makes a brand iconic and memorable is always name. Every brand’s identity work starts from its name, though most of them has already one, so that having a distinctive yet appropriate name is a base of a great identity work.

You may already realized but it’s been a while that having a common noun as a brand’s name became a successful way. This case is also the one. While its former name “WasteIQ” literally says what the brand does and how, “Carrot” is much “poetic”, thus it could bring much wider brand’s vision I would say, and actually not far from what the brand does because it subtly reminds of composting — from garbage to reusing.

The main logo is a carrot, of course, but it is obvious that the silhouette is inspired from garbage bag. Dynamically generating wastes illustrations look whimsical but the dots beneath indicate that it is rational, which stands for how the brand acts: data collecting.

Among many companies in the industry with leafy green colored logos, almost neon yellow is so fresh and actually has good contrasts with earthy secondary colors.

More on Behance project page