Process to Convert Solid Waste to Recyclable Materials
PROJECT: Name a new technology process for recycling up to 90% of what we are currently burying and burning.
JUNO: The most important goddess of the Roman state, wife of Jupiter, queen of heaven, and goddess of light, the moon, birth, women, and marriage, and was the protector of the state.
BRAND POSITIONING: Every year approximately 2 billion tons of waste — 170 million tons in the U.S. alone — ends up in landfills or incinerators. Much of this is paper and plastic that could be recycled but isn’t because it’s contaminated or difficult to separate. Georgia-Pacific developed a proprietary process that first sanitizes waste in a specialized, heated chamber to remove contaminants; then separates the valuable materials — mostly paper fibers, plastics and metals — which are then suitable for recycling; and finally converts the organic material into biogas that can be used in a variety of applications.
Georgia-Pacific hired Zinzin to name this revolutionary new recycling technology. The name had to be short, iconic, and brandable as both a technology process and as an “eco” ingredient brand along the lines of the ubiquitous recycling logo. The name we created, Juno, achieves these goals and more, as it is a name with deep mythological resonance that speaks to the brand’s strong commitment to protecting the safety and welfare of “Mother Earth.” Short, sweet, and approachable, Juno embodies the perfect balance of gentle nurturing and goddess-like powers of transformation.