shore

Refills were meant to cut plastic. Most still arrive in a plastic pouch, so the bottle on the shelf changes and the bin under the sink doesn't.

shore starts from one honest idea: a paper sachet with a thin seaweed coating on the inside, doing the job the plastic film used to do. Paper outside, seaweed inside, recycled with paper when it's empty.

The name is the line where the sea meets the land. Seaweed from one side, paper from the other. The campaign line, "Kelpt dry by the sea.", turns the material into a small smile people remember, and says what the coating is for.

shore is a self-initiated concept by Cobrandme, not a real product. The visuals were made with AI image tools and art-directed by us.

The symbol is a watercolour wrack frond, every branch growing from one stem and speckled with the tiny pale dots real seaweed carries at its tips. It appears in full colour on the website, the campaign and the gift box. On each sachet it's printed in one ink that answers the paper: sea blue on sand, kelp gold on plum, rust on sage, seafoam on clay.

Three typefaces, each with one job. A soft, uneven headline face, Darumadrop One, that looks cut from a leaf. DM Sans for everything you need to read. DM Mono for sizes and labels. The wordmark is a thick, friendly lowercase, like a word written in wet sand. The colours come from the same coast: plum, clay, kelp amber, sage, sand and black basalt.

The pack does the explaining. On the front, the promise and what it's made of. By the tear notch: Tear me. No plastic film inside. On the back: Paper outside. Seaweed coating inside. Empty? Recycle with paper.