- Name/Slogan/Logo/Corporate Story/Website/Packaging
The Sprinka Project presented Stuck with the task of creating a brand that could be meaningfully applied in both the manufacturing and consumer markets. In this project, the client company held rights to patented biodegradable plastic technology that it wanted to OEM to other manufacturers. It also wanted to use its technology to produce and sell biodegradable plastic products in supermarket stores.
To have a brand that could be applied to both the manufacturing and product markets, Stuck understood that it needed to create a brand that mirrored the unique traits of its client’s technology. Just as the client set out to have biodegradable plastic replace plastic as a material, Stuck needed to create a name that could replace plastic as a word.
By branding the biodegradable substance itself, that brand would carry the same ecological concepts that the client’s products represented, namely, rebirth, hope, and life. Furthermore, it would allow the client company to extend and apply the brand to match any form of business that it decided to adopt, no matter the market.
The question that remained, of course, was how to give a name to biodegradable plastic that could also serve as a brand. To answer this, the Stuck creative team asked themselves the following hypothetical question: “If the process of plastic biodegrading made a sound, what would that process sound like?” The answer to this question would encapsulate all the aspects of biodegradable plastic technology that makes it hopeful and inspiring.
Stuck needed to create a name that could replace plastic as a word. By branding the biodegradable substance itself, that brand would carry the same ecological concepts that the client’s products represented, namely, rebirth, hope, and life.
The answer came with the Stuck creative team coining the word “Sprinka.” Giving the sound of both structure and release, and having both a sense of tangibility and a feeling of freedom, the name Sprinka accurately embodies the client company’s goals as a brand.
Sprinka works as a product (e.g. “This is a Sprinka product.”) and also as a technology (e.g. “These items are made with Sprinka. They’re Sprinkathings!”), so the name provides for variety. The different extensions the Sprinka name provides is matched by Sprinka’s logo design, which is created in anticipation of serving as a recognizable symbol for any item made out of biodegradable plastic.
The brand flexibility provided by the Sprinka name, logo, and concept opened the door for the client to license and co-brand its technology and products. Because of the way Sprinka is branded, the client’s business is able to extend itself into designing and manufacturing biodegradable packaging.
Sprinka’s website was also designed to feature an open database, with the purpose of fostering
consumer participation by encouraging people to come up with and demand new biodegradable goods, or “Sprinkathings,” thus extending the Sprinka brand even further.
Stuck’s work on the Sprinka Project remains an example of how branding, at its best, does more
than simply complement a business. Branding done right can push businesses to new heights and possibilities.