SkaleHive
Amadeus
SkaleHive
Amadeus
Ecotubix
Global Branding & Digital Strategy
Transforming a Commodity Into a Brand People Choose
Our client came to SRP with a high-quality biodegradable paper straw ready for export, but without a brand.
The opportunity was clear.
As demand for sustainable alternatives grew worldwide, the challenge wasn't simply launching another paper straw. It was creating a brand people could recognize, trust, and actively choose.
From naming and packaging to digital strategy, we built the entire brand ecosystem from the ground up.
What began as a paper straw became a brand with personality.
The Challenge
Standing Out in a Commodity Category
Paper straws are often purchased because regulations or company policies require them, not because consumers actively seek them out. That creates a difficult branding challenge.
When products become interchangeable, price quickly becomes the only differentiator.
Ecotubix needed to avoid that trap from day one.
The new brand also had to communicate effectively across multiple audiences:
- Restaurant chains
- Hotels
- Foodservice operators
- Distributors
- Retail consumers
The communication system needed to express sustainability, product quality, and commercial credibility without becoming overly technical or institutional.
The Solution
Building a Sustainable Brand With Personality
Everything started with the name. Ecotubix was created to be memorable, intuitive, and distinctive.
"Eco" immediately communicates environmental responsibility, while "Tubix" references the product itself in a simple and recognizable way.
- Naming strategy
- Brand identity
- Packaging system
- Communication strategy
- Retail activation materials
- Website design
- SEO content
- Brand videos and motion graphics
- Launch strategy
The logo transforms the "O" into a beverage with a straw, while a brighter color palette moves away from the muted tones commonly associated with sustainable products.
To support different sales channels, we designed a scalable packaging system for:
- Hospitality and catering
- Foodservice
- Retail
Simple icons such as 100% Biodegradable and Cold Drinks made product benefits immediately understandable across packaging, digital platforms, export materials, and sales collateral.
The brand also came to life through animation, motion graphics, retail displays, ecological shopping bags, influencer collaborations, lifestyle television placements, and a fully optimized website.
The Result
Creating Recognition Beyond the Product
Ecotubix launched with a complete, scalable brand ecosystem that extended far beyond packaging.
The project delivered:
- A distinctive and memorable brand name.
- A flexible identity system.
- Packaging designed for multiple markets.
- Retail activation materials.
- Motion graphics and brand videos.
- A website optimized for both B2B and consumer audiences.
The brand quickly gained visibility through national lifestyle television and successfully entered international markets with a stronger, more premium positioning.
Rather than competing solely on price, Ecotubix entered the market with something far more valuable: A recognizable brand with personality. Today, SRP continues supporting Ecotubix as the brand grows across new products, channels, and international markets, helping maintain a consistent identity while expanding its reach.