GROUNDED are an innovative packaging company. They want to remove plastics from the supply chain and help brands and businesses LEAVE NOTHING BEHIND. To reflect this strategy we created an identity which decomposes.

We designed the typeface to decompose as you type with alternate glyphs allowing flexibility in situations where branding needs to be dialed down.

Parts of the typeface look like they are being broken down. We call these sections Fragments and use them to create bold layouts.

Products are fully customisable and pricing is based on the impact you make, not the amount you spend. Dissolving animations serve as a visual aid to describe the lifespan of their products.