Cherr — Brand Identity

There is no denying that sustainable practice is here and it should stays. Especially to disposable daily use product like straw which is why KTIS decided its leftover is nature’s gain. Cherr brand started from KTIS investing in recycling factory to convert bagasse, by-product from its main business in sugarcane, into bagasse straw. Resulting in 100% degradable that stranger than normal paper straw. Created from nature and completely goes back to where is started. That is why the brand’s idea is ‘Small Sip for the Big Circle’. Playing with this circular quality of the brand, the brand mark is developed to reflect such idea. A circular letter ‘C’ that whirl around itself with leaf shape in its negative space in the centre, a representation of mother nature at heart. As for art direction, it is intentionally to present the brand that it is not an alternate choice but more of a new lifestyle for ‘Tomorrow is now zero-waste future’.