+

“get out of the garage and into the spa”

the request:

pangea organics

had something

beautiful on the

inside

nurturing

handcrafted

organic

fair trade

cruelty-free

brand is who you are,not who you want to be

Joshua Onysko

at 15, he decides he likes learning from life more than books and leaves school

1995

on a visit home before moving to India, he finds a book about soapmaking and makes the first batch of soap with his mom in the family’s kitchen

1999

spends time in Cambodia and envisions a place where sustainable, socially responsible businesses could incubate...

his friend suggests starting a soap company to fund it...

and call it Pangea

2001

now in Boulder, Colorado, works as a baker at Whole Foods during the day and makes soap in his garage at night. He sells soap out of his van at concerts and events.

2002

moves Pangea out of his garage and into a warehouse space to keep up with demand.

2003

philosophy

product

performance

practices

people

planet

I N T E G R I T Yintegrity

there’s a purity to honesty. truth begets trust. small

batches created by human hands. craft = care.

teach others what this means and why it’s important.

good for people, good for planet.

living wages, fair trade, full disclosure.

I N T E G R I T Y

honestcraftedorganic

nurturingfair

We need to re-invent what organic, natural, authentic, and sustainable look like. Too many brands get too much credit because of what’s on the outside. To get more people to experience and trust Pangea, grow as a business and to get into other distribution channels, an established look is more powerful. All or nothing. One step at a time.

established intead of activist

established instead of activist

It

SECONDARY GRAPHICSOur ingredients originate from all over the world. This topographic map represents and conveys the fact that Pangea Organics is dedicated to fair trade with developing countries, bringing the world back together one bottle, bar and jar at a time. can be used as both a primary graphic element as well as a complimentary element paired with photography.

Wouldn’t corn-based plastics be a perfect addition to the story of Pangea? Not if we end up supporting GMO farming in any way. Presenting the bottled products in earth friendly boxes will give us an elevated cosmetic presence. It would, but no box is more earth friendly.

It was refreshing and challenging to adopt these tenets. Making design decisions from this level of conviction was liberating! Joshua and his company found it difficult to watch their baby grow up.

serious goals

not serious soap

promise

not prodding

teach

don’t preach

spa

vs.

medicinal

vs.

earthy

vs.

crafted

spa

vs.

medicinal

vs.

earthy

vs.

crafted

Whole Foods

China & Korea

Progressive Spas

Europe

Pre-IDEO: 300 doorsCurrently: 1600 doors

Current distribution channels include: Natural Grocer, Boutique Box Chain, Salon, Spa and Prestige (High End Department Stores).

Pre-IDEO, Pangea was solely in Natural Grocer.

Pangea Organics Annual Sales Since 2003:

2003: $100K (2 employees)2004: $175K (3 employees; 175%)2005: $380K (6 employees; 217%) 2006: $1.2M (12 employees; 316%)2007: $2.7M (26 employees; 225%)

Pangea OrganicsYOY Growth Whole Foods Market

2008 over 2007: 200% growth (estimated based on YTD sales)2007 over 2006: 283% growth