Hunting for a name that capitalized on the biodegradable nature of this new product seemed almost too easy. The name pays homage to both nature and man at once, combining the soft sound of the sure-sighted owl and the surname of legendary magician Harry Houdini.

Naturally, many magic and sight-related puns appeared out of thin air and worked their way into the verbal identity of the brand. It’s one of the many ways Hoodini tries to use humor to make a serious issue more approachable.

Being a conscious consumer can be associated with a higher price tag, so part of the challenge was to make the branding feel like a (very accessible) middle-ground.

The logo is a mix of a soft, organic-feeling and clean, luxury-forward serifs. The muted greens recall sage and mint, two scents and tastes accessible to any class. The root patterns reaching across the collateral felt like a fitting way to anchor the brand in its name and ideals.

All elements of the brand’s packaging would need to be recycled to close the loop. Sourcing recycled boxes and soy inks ensured that most of the ecosystem could be composted, but what could be done to entice users into making sure their empties got recycled? For starters, we designed the shipping box to act as its own recycling vehicle. Punch out the perforated portion, slot discarded cases in, and mail back when full.

Companies like Terracycle create a barrier for users by asking them to seek and drop off their empty vessels at far flung destinations. Hoodini boxes ship with a prepaid label back to the processing plant. Customers are credited for these returns and earn credits towards a tiered reward system that offers discounts for purchases and occasionally a cool prize or two (think bamboo sunglasses and other green swag to keep your peepers in pristine condition).