An Eco-Friendly Curbside Recyclable Paper Mailer
PROJECT: Name a line of lightweight, cushioned mailers made entirely from sustainably sourced, curbside recyclable paper, with not a hint of plastic.
EARTHKRAFT: Invented: “Earth” + “kraft.” Kraft paper or “kraft” is a strong paper or paperboard made from smooth brown kraft pulp, often used for making corrugated board. Craft: strength; power; might; force; skill; a work or product of art; handmade items, handicrafts.
BRAND POSITIONING: With ecommerce ever on the rise, there’s growing worldwide demand for a sustainable alternative to plastic mailers. Our client, Georgia-Pacific, heeded the call. They created a new, innovative product line, and came to us because it needed a great brand name to help it stand out in a crowded consumer and B2B market space.
The compound name Zinzin created, EarthKraft, is a combination of experiential and evocative name types. It maps strongly to and evokes planet Earth, the place we call home, but with an experiential twist. Kraft emphasizes the role of these recyclable kraft paper mailers in crafting more sustainable practices to help people and our planet. Crafty, right?
Our client says it best of all:
“The EarthKraft mailer series by Georgia-Pacific is a new line of curbside recyclable paper padded mailers manufactured specifically with protection and sustainability in mind. As an innovative, paper-based alternative to plastic or bubble padded envelopes, our lightweight mailer provides superior strength and performance while remaining cost competitive for the Ecommerce industry.”
The icing on the cake is that this name also evokes the word “spacecraft” — mapping metaphorically to the notion of a durable vessel that travels great distances to deliver its contents safely to destinations near and far. Just like these mailers. EarthKraft is the eco-friendly alternative ecommerce vessel for “spaceship Earth.”