The brand identity was built around clarity and restraint - echoing the temporary, single-use nature of the products themselves. Rather than overstate the eco-message, the design takes a considered, minimal approach, allowing the materials to speak for themselves. A clean wordmark paired with soft, natural tones reinforces the brand’s biodegradable ethos, while structured grid layouts give the identity a quietly utilitarian edge.

Across packaging, posters, and product photography, every visual asset was created to align with Effa’s core values: low impact, high awareness. The toothbrush served as the central visual anchor, but the brand universe expanded to include auxiliary tools - such as paper razors, q-tips, and dissolvable soap - each treated with equal design consideration.

Advertising and poster applications highlight the products as design objects as much as hygiene tools. The photography captures them in soft, natural light against muted backdrops, emphasising tactility and impermanence. This approach elevates what is often seen as disposable, encouraging users to see sustainability not as a compromise, but as a choice guided by smart, human-focussed design.