EcoSafi delivers on the promise of a clean, low-cost fuel source with an unmatched level of customer experience for the developing world.
The EcoSafi team came to us with a powerful idea to transform how lower-income Kenyans cook in their homes by offering clean, sustainable wood pellets as part of a subscription service, delivered to their door, with a free stove. Before switching, most customers were cooking meals for their families with charcoal—a dirty, inefficient fuel source responsible for massive deforestation in Africa. In addition to the larger negative environmental impact, charcoal stoves present significant safety and health risks inside the home, coating homes with fine soot particulate.
EcoSafi needed a voice and visual expression that would resonate with Kenyans. The extruded form of the wood pellet—which powers the entire cooking experience—became the visual building block for both the identity and mark. The simplicity and directness of articulating function through the mark landed with customers and the palette balances evoking nationalistic pride with aspirational sophistication.
Packaging for EcoMoto (wood pellets) comes in several sizes, depending on customer needs. Price, cook time and pellet composition are prominently featured for easy wayfinding, and stamped patterns deliver key messaging while evoking modern interpretations of African textiles.
The EcoSafi depot serves as a beacon for brand awareness, located in a high-traffic marketplace featuring stands loaded deep with cooking staples. The countertops are made from the same wood as the pellets, so the depot team has a very simple, yet powerful storytelling tool at their disposal as they discuss the pellets with potential customers. The pared back interior features packaged pellets, and stoves, and ongoing demonstrations that show the impact the products and service can deliver.
Project Team
Beau Oyler, Thomas Ryun, Umrah Saleh, Machel Devin, Kieran Moriarty, John Nam