Brand Guidelines: Ecologie by Danica

Ecologie is the natural result of our deep passion for environmental sustainability and
creative design, bringing a little thoughtful beauty to your world. Authentically made
in Sweden, our sponge cloths are equal parts stylish and effective. Turn one-time use
paper towels and plastic into a thing of the past with Ecologie by Danica. Our beeswax wraps and
bags offer an array of colors and patterns for reusable storage. Explore our collection
and discover why sustainable living has never been so vibrant – or so fun!

Brand Statement

Sustainable alternatives bring thoughtful beauty to the home

Brand Statement

Sustainable alternatives bring thoughtful beauty to the home

  • The Look

    • Bright
    • Colorful
    • Functional
    • Joyful
    • Culinary
    • Cheeky
    • Eco-friendly
    • Bold
    • Giftable
    • Trend forward

  • The Products

    • Swedish Sponge Cloths
    • Beeswax Wrap
    • Racks & Display Units

  • The Customer

    • Kitchen Stores
    • Gift
    • Supermarkets
    • Hardware

  • The Voice

    • Joyful
    • Friendly
    • Wordplay
    • Earth conscious
    • Informative
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See all Ecologie Products

Ecologie by Danica

Brand Guidelines

  • Logo

    Logo

    Minimum application size: 0.5" wide

  • Logo Flag

    Logo Flag

    Minimum application size: 1" wide

  • Brand Colors

    Brand Colors

    Forest Green: Hex #3F6F60
    Sunshine Yellow:     Hex #FFD857
    Grass Green: Hex #28AD73

  • Backdrop Colors

    Backdrop Colors

    Backdrop Pink: Hex #FDDCE
    Backdrop Blue:     Hex #C9E9E6
    Backdrop Green: Hex #CCE7D3

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Additional Brand Resources

Danica Resources

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Photography Styling Guide

  • Photo Styling

    Look & Feel

    • Light
    • Bright
    • Clean
    • Natural
  • Photo Styling

    Backdrops

    • Light and bright backgrounds
    • Marble, granite.
    • Light finished wood surfaces
    • Painted backdrops: Light tones of brand colors
    • Light pink for contrast
  • Photo Styling

    Layouts

    • Natural, layered, relaxed.
    • Authentic kitchen scenes,
      tablescapes, retail displays
      and home settings
  • Photo Styling

    Props

    • Veggies & fruits
    • Nuts & spices
    • Cooking & baking
      ingredients
    • Snacks, sandwiches
    • Dishes, water & soap suds
    • Greenery and flowers
  • Photo Styling

    Styling Effects

    • Show products in use to highlight functionality
    • Include at least one wet cloth to showcase the transformation the cloths go through
    • Scattered props and tipped over products add a natural feel
    • Hands are great to show scale and action
  • Photo Styling

    Themes & Stories

    • Food props and kitchen scenes are essential to the brand
    • Dish washing and drying set-ups are a natural fit as well
    • Highlighting alternate uses can inspire a good story

  • Photo Styling

    Scaling

    • Get up nice and close to show motifs and techniques
  • Photo Styling

    Settings

    • Natural home and kitchen environments
  • Ecologie Models

    Look & Feel

    • Diverse
    • Relatable
    • Classic
    • Wholesome
  • Ecologie Models

    Wardrobe

    • Classic cuts, colors and patterns.
    • Neutral collared shirts.
    • T-shirts, cardigans. Jeans, chinos, loose fits.
    • Cotton, chambray, linen.
    • Plaids, gingham, solids, stripes.
  • Ecologie Models

    Makeup & Hair

    • Lightly styled and made up.
    • Neat and tidy.
    • Subtly manicured nails in soft colors.
    • Everyday styled hair. Pony-tails, buns, simple up-dos.
  • Ecologie Models

    Posing

    • In the moment, focused on a task or demonstrating.
    • Joyful, confident.

What Not To Do

  • Vibrant backdrops
    Ecologie Don'ts

    Vibrant backdrops

    Stay away from bightly coloured, painted backdrops to differentiate from our other brands. Lighter, tinted solid colors are more natural. See Brand Colors. Classic home and kitchen surfaces are also key.

  • Dark & Rustic Backdrops
    Ecologie Don'ts

    Dark & Rustic Backdrops

    Avoid dark, rustic wood and weathered surfaces to differentiate from our other brands. The Ecologie home is more modern with lighter woods and classic kitchen surfaces.

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Additional Brand Assets

Danica Resources

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Additional Brand Assets

Danica Resources

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