Unique Idea + Market Data + Positioning Strategy + Logo Design
Unique Idea
The Problem: Toilet Paper use isn't a sustainable waste management practice, and we're all using it.
The Solution: A toilet paper replacement which is completely carbon negative from the time it's raw material grows to the time you throw it away. Hemp-based toilet paper.
Market Data
Quantitative Insights: Data pulled from Google Trends and Facebook Audiences show analysis of target demographic based on the keyword, topic, and interest 'zero waste' as well as a sustainable competitor brand 'Seventh Generation'.
Qualitative Insights: Amazon reviews of 'Seventh Generation' and relevant articles were searched to find key qualitative insights for a brand of hemp toilet paper.
Five Star Review Highlights:
“We don’t need trees to wipe our butts!”
“Soft, Affordable, Recycled”
“Softer than you’d think, recycled”
“Not soft as a pillow, not cheap single ply either,” Goldilocks
One Star Reviews:
“Too thin”
American made TP from India???
Insanely thin
Too rough
Not RV friendly
Inconsistent batches
Definitely interested in sustainable brand
Women hold the majority of buying power, female recognition is key to brand empowerment, by empowering and acknowledging women's struggles such as Invisible WorkLoad, Health, and Convenience
“High-Quality ingredients make a product premium”
Buyer Persona:
Positioning Strategy
The brand advantage - The ONLY hemp lifestyle brand whose operation truly benefits modern environmental issues.
Local Farms > Sustainable Harvesting > Clean Manufacturing > Silky High-Quality > Zero Waste
The ideal producer: Harvests small-batches locally grown hemp from growing farms around America and processes them in Zero-Waste, Carbon-Negative facilities, and ships with electric vehicles/ Carbon off-set.
Need State:
“I need to take responsibility for my waste output in a world where human waste threatens the climate, and I want to do so in the most simple+impactful way possible.”
Status Achievement: “I want to be seen as a powerfully practical action-taker against dumps, landfills, and climate change,”
Environmental Responsibility FOR OUR CHILDREN.
“What single, every-day product has the absolute most positive benefit to the current environmental crises like solid waste pollution, carbon pollution, water allocation, and soil regeneration?”
Alternative Market Directions:
-Industrial Hemp toilet paper for environmentally friendly business facilities.
-Medical-Grade hemp products for clinical use/environmentally friendly nursing homes
-Environmentally responsible college students, zero-waste dorms
