Establishing a market presence for a new biodegradable plastic

Leading UK supplier of cleaning and hygiene products, CPD plc, undertook a three-year research project with the University of Sheffield with a desire to develop more sustainable materials. The result: a fully compostable, biodegradable plastic suited to a wide range of packaging applications. To establish a market presence for the new biopolymer, CPD commissioned Leidar to create a name and brand identity. Floreon launched in October 2011 to an investor audience in the City of London.

Our challenge: to set the product apart in a growing competitive industry by creating a new name with international trademark and domain name availability. The product needed brand recognition with corporate and consumer audiences, with a distinctive kitemark and promotional printed brochure design. We established a market presence, created a name and brand identity, and created a kitemark for application across print and any bottle or containers containing the product.

The brand has become a major innovator in the 3D printing market. Through our work in helping Floreon stand out, it was recognised at 2016 final of Pitch@Palace where it outshone many other entrepreneurial and innovative companies to present its range to a panel of judges including the Duke of York.

Project undertaken by Grain previous to the merger with Leidar in February, 2018.