Eco-friendly strategy

In today’s society, the importance of sustainability and ethical practices has become increasingly prominent. In response to this growing demand, many businesses are incorporating eco-friendly strategies into their operations. This case study examines the process of creating a sustainable brand, developing merchandise, and designing a website for the ethical cleaning company “Canberra Green Clean”.

By focusing on environmentally friendly practices and highlighting their commitment to a cleaner future, Canberra Green Clean was able to establish a strong brand identity and successfully attract customers who value sustainability.

Indentifying the vision

Before diving into the branding process, it was crucial to understand the vision and values of Canberra Green Clean. The company aimed to provide high-quality cleaning services while minimising their ecological footprint. This commitment to sustainability became the core message and guiding principle for all branding efforts.

Brand identity development

  • Logo Design: The logo played a vital role in representing Canberra Green Clean’s values. A design that incorporated nature-inspired elements, such as leaves or a tree, was chosen to evoke a sense of eco-friendliness and purity.

  • Color Palette: Selecting a color palette that aligned with the brand’s values was essential. Earthy tones and shades of green were chosen to reflect the company’s commitment to sustainability and the environment.

  • Typography: A clean and modern font was selected to convey professionalism and clarity, while ensuring readability across different platforms and materials.

Merchandise Design

Merchandise played a pivotal role in increasing brand visibility and creating a sense of community. The following strategies were implemented:

  • Eco-Friendly Materials: Conscious decisions were made to utilise sustainable materials for merchandise. Items such as reusable tote bags, water bottles, and biodegradable pens were produced, further reinforcing the company’s commitment to the environment.

  • Branding Integration: Each merchandise item prominently featured the Canberra Green Clean logo and tagline, ensuring consistency across all promotional materials and generating brand recognition.

  • Community Engagement: Merchandise was strategically distributed at local events and through partnerships with like-minded businesses, promoting the company’s brand and values while building strong relationships within the community.

Website Design

Creating a user-friendly and visually appealing website was crucial for Canberra Green Clean’s online presence:

  • Sustainability-Focused Copywriting: The website content emphasized the company’s commitment to environmentally friendly practices, showcasing their use of eco-friendly cleaning products, low-energy equipment, and waste reduction initiatives.

  • Responsive Design: The website was designed to be mobile-friendly, ensuring optimal user experience across different devices. This accessibility helped reach a broader audience and improved engagement.

  • Clear Call-to-Action: The website prominently displayed the company’s services, pricing, and contact information, making it easy for potential customers to engage and inquire about services.


Through a comprehensive approach encompassing brand identity development, merchandise design, and website creation, Canberra Green Clean successfully established itself as an ethical cleaning company committed to sustainability.

By consistently conveying their values and integrating environmentally friendly practices into all aspects of their operations, the company effectively attracted customers who shared their passion for a cleaner future. This case study highlights the importance of aligning branding efforts with a company’s core values and showcases how a sustainable brand can resonate with consumers, create loyalty, and make a positive impact on the environment.

Let’s Make Things Happen

Jay Fletcher

Marketing Strategist

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