respekt
Strategy - Branding
_ proposition for 'The Design Challenge' - ECV x Idean project
Multiple owners : Mathilde Basin, Clémence Lécuyer, Alexandra Selmer, Juliette Taillefer©
+ context
On the occasion of the company-school collaboration between ECV and Idean, four teams are competing to invent IKEA's tomorrow retail, based in particular on aspects of circular design. Each team has a problem and 12 weeks to think of a solution that will then be proposed to a jury.
+ team problematic
How to use co-design to help clients to become actors of their environmental impact?
+ concept
respekt is a label that makes it easy for consumers to recognize, trust & choose a new alternative for their furniture purchases.
It consists of the creation of a partnership with respected and trusted NGOs, who will work with IKEA at the design stage, on a sustainable distribution alternative for their range, available for purchase only on request.
Indeed, after the user survey, the main insights concerned the lack of trust in large companies regarding their eco-responsible commitments (greenwashing, for example) and the lack of transparency. It is also about a lack of knowledge of the impact of its purchases and a consumption model too rooted in overproduction.
+ potential partnerships
