Introduction
Eon is a proposed energy brand developed in collaboration with a client, built around a new process that converts waste into clean fuel.
Working closely with the client, the project evolved through ongoing feedback, refinement, and iteration, balancing technical accuracy with a brand that could exist confidently in a highly scrutinised industry.
Although this identity was never launched, the process became a critical exploration of how design can challenge perception in a category defined by distrust.
Insight
Legacy energy brands like Shell and BP have spent decades shaping trust through carefully constructed narratives, many of which younger audiences now recognise as greenwashing.
At the same time, Gen Z consumers are more critical, more informed, and less willing to accept surface-level sustainability claims.
Eon responds directly to this shift.
In a space where everything claims to be green, honesty becomes the differentiator.
Idea
Eon rejects the visual and verbal clichés of sustainability.
Instead of soft greens and vague promises, the identity leans into bold colour, sharp contrast, and direct language. It positions itself as a challenger, not trying to fit into the energy sector, but actively pushing against it.
Designed with a Gen Z audience in mind,
the brand embraces transparency over polish. It doesn’t attempt to appear perfect or overly "eco-friendly", it focuses on being clear, confident, and unapologetic in its intent.
