Brand X:


The project Brand X is about how our home and how its environment could evolve in a five year-time span. It focused in many different areas such as, Rest, Storage, Leisure, Work, Eat, Boundaries, amongst others. Each area would be assigned to a group, which in turn would identify a common need or opportunity and develop a brand around it.

The brand’s definition and research would be made in groups and then each member would individually create a product, whilst assuring strong cohesion with the others. This would assure an effective representation of the brand and its values.

Our group consisted of three members and we worked with Eat.


My research started by looking at our current reality and how things work. What are the positive and negative aspects? Perhaps what was once considered good or correct is no longer viable in our contemporary reality. There was a boom around food in the 1950’s and the world has changed and evolved a lot since then, yet we still live under the same processes and mindset when it comes to food production and distribution. After analysing the current situation I looked at the trends and what people are doing to contradict the strong system we have in place.

Current examples

Trends examples

33% of the world’s land is agricultural. Due to the overproduction and intensity of chemicals there is a constant need for new places as the soil becomes easily exhausted.

There is a large amount of water used in agriculture, especially when considering the whole process, of growing the vegetables but also feeding livestock, etc.

Ugly Fruit is a movement in Lisbon where people can buy fruit that did not meet the beauty standards for supermarkets at a lower price. It became very successful and recognised by environmental agencies and the media.

30% of the food produced is never eaten. The definition of food waste relates to the end of the chain of food production, not the loss that happens initially, yet a lot of waste occurs even before products reach supermarkets.


There is a project in California that looks at endangered species of fish in the ocean. It consists of “closing” part of the waters in order to allow the species to reproduce more effectively.


During the initial research period, WASTE became the evident opportunity we wanted to focus for our project and how we could work around that topic.


Developing a Brand Identity

With the design opportunity defined, we started working on our brand identity. For that, we developed our Manifest, Brand DNA, identified our Target, generated a palette of Semantics and created our Graphic Elements


Brand DNA

Turn things around.

Turn up, turn down and turn things around!

Let’s play around waste, we have it and so do you but maybe together we can have less. Should we work on it?

Small steps can change our daily lives.

Because everything starts at home.



Families who care about the world around and try to live a healthier and better life despite the stress of everyday life in the city. These people don’t necessarily need to have a lot of space or financial means to own our products and contribute to themselves and their environment.

For the semantics we wanted to present fun colours and materials that would work well with each other. They also needed to represent our Manifest and DNA, while remaining enjoyable, attractive and agreeable to touch.

Graphic Elements

For our graphic elements we developed four brand colours, logo, patterns and communication standards, such as fonts and styles.

Further Research: a Sink?

With our brand identity defined, we expanded our research around waste. After desk and field research, I noticed there was not much available around the process of cleaning the dishes and the sink itself. The amount of water wasted in this process is vast, especially considering the many households that don’t have a dishwasher and struggle with the space. What if the process of doing the dishes could be improved or redesigned?


For that, I looked at different activities around doing the dishes and the sink itself. I compared the differences between the mechanical and manual process, the industrialised and the household or even other industrial methods that use water. I also looked at different cultures and habits and how their dishes are washed, and tested them myself on order to identify the most effective.

Example of Early Concepts:


During my different tests around the activity of washing up, I noticed the process constantly involved hot water, regardless of being mechanical or manual. Why is hot water needed? Most importantly, what happens to water wasted while waiting for it to heat up?

3.4 L were spent just heating up the water and this happened in my own kitchen where the boiler is right there and therefore the waiting is minimal compared to larger houses.

With that in mind I started developing a concept whether that water could effectively become part of the process.


1- Fill a container with the water used while waiting for it to heat

2 - Once the hot water is coming out fill 1/3 of sink

3 - Add liquid and wash the dishes

5 - Place the dishes in the drying rack

4 - Rinse with water inside the container

Testing the concept


In order to assure the concept’s integrity, I tested it in my sink to understand how it could work in a real life scenario. I looked at how much space would the container take inside the sink, and what sort of shape it could have.


After testing the concept and identifying its issues, I quickly realised the need of having the dish ware organised in the sink in order to ensure the rising would be easily done. In that sense, I incorporated a rack and went for a slightly more rigid structure.

Final Product

The final product consisted in a box shaped-container that is placed inside the sink. The user fills with water until the latter becomes hot and is used to fill in the sink. The dishes and other items are placed in the sink, in the rack incorporated in the product. Once they have been washed and the hot water drained, the user grabs the hose on top and proceeds with rising. The items are then left in the rack to dry completely.

Hose to Rinse Dishes

Manual Pump

Water Entry

Cutlery Cup / Universal Sink Cap

Brand X - Turn

October 2015

Copyright © 2018 Luis de Sousa. All rights reserved.