Ethical Consumer
/ Social Media
The organization Ethical Consumer proposes ethical behavior to the reader; however, it does not mean that they force people to select the best options because ethical and organic products are often more expensive. Thus, they encourage people to choose “not as good as the best product, but not bad,” and their purpose is not to encourage people to consume but to raise their voices together and create a good consumer culture. The new concept of the new branding is “having our own better choice.” inspired by such thoughts. The new symbol, organic shapes’ stars represent the audiences’ different better choices, even if it is not perfect. Originally, they publish one magazine per month to provide various information about ethical products, but I separated the contents depending on if it is a more convenient tool for shopping or not. I created a separate booklet designed smaller with such information so that people can bring it to go shopping.