Branding a renewable plastic


It’s not so easy to market a ‘biodegradable, renewable and compostable polylactic acid blend.’ Floreon is memorable, recognisable and trips off the tongue a whole lot better.

Grain created the name and brand identity for this newly-developed plastic suited to a wide range of packaging applications for a leading UK supplier of cleaning products.

The client was able to choose the name Floreon — derived from the Latin florens and aeon — from Grain’s shortlist of names with international trademark and domain name availability. The name signifies a new flourishing age of sustainable materials and is supported by the strapline: Transforming Packaging.

To build brand recognition with corporate and consumer audiences, we created a distinctive ‘F’ kitemark for application across print and, more importantly, on any bottles and containers which use the product.

Since its initial launch to an investor audience in the City of London, Floreon has developed a reputation as a transformational material with a brand that resonates. Recognition of the company’s potential for rapid growth was achieved when they made it to the 2016 final of Pitch@Palace, successfully beating many other entrepreneurs to present its range to a panel of judges.

“Thanks to Grain and their creative talents, Floreon can become a commercial success and change the way we think about plastics and packaging.”

— Shaun Chatterton, CEO, CPD plc


  • Brand strategy
  • Naming
  • Visual identity including kitemark
  • Stationery
  • Brochure

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