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Evo, in contrast to an industry filled with
‘more of the same’ type approaches. The
Evo brand personality tests the consumer
with ridiculous claims. Are you dumb
enough to believe our claims? In this way,
Evo makes the consumer stop and think.
Evo took the exaggerated claims of the
competition and showed them for what
they really were. Without directly saying
“don’t believe the competition, they’re all
lying” we took these exaggerated claims
and expanded on them to ridiculous
proportions. Evo was poking fun at the
competition, who had patronized the
market over and over with unrealistic
claims of organic ingredients and ‘5 times
the shine’ so-called scientific studies.

Featured here is the lookbook. The raw
and stripped back approach was conveyed
though a traditional book binding method
and purposefully left unfinished exposing
the thread and glue on the spine. The pages
also needed to be ripped open as we left the
perforated page joins intact. This made
for a much more tactile experience for
the user.

The 1st Evo campaign earned Distinction
and Judges Choice awards at the 2006
AGDA design awards.


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