01 02 03
table of contents
04 08
Brand concept
brand guideline
024 030
visual system
brand prospects
044
Future prospects
tabl of con
Reach minds. Touch hearts. Move souls. Change lives lives. —Matshona Dhliwayo, Philosopher
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01 brand concept | Brand Overview The Brand Soul New Mission Statement Rebranding Objective
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Brand overview
Brand Overview
Esprit de corp (1968-) by Esprit Holdings Limited Esprit Holdings Limited is a publicly owned manufacturer of clothing, footwear, accessories, jewelry, and housewares under the Esprit label. The ESPRIT brand name is licensed to other manufacturers. In addition, the group owns the Red Earth cosmetics brand.
new mission statement Support the idea of earth-friendly to encourage people to engage with social issues.
New Approaches Esprit looks further into the future. According to our three keywords, far-sighted, conscious, and sustainable, we extend our services to various forms, including products, services, environments, experiences, educational, events, and co-branding.
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Alone, we can do so lit tle; together, we together can do so much. —Helen Keller, American author, political activist
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02 brand guidelines | The New Logo Logo Anatomy Clear Space Logo Restrictions Proper Usage Logo Don'ts
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final Version
This is the final version of Esprit's new logo. It is the combination of a leaf, a loop symbol, and the letter e. It represents the spirit of farsighted, conscious, and sustainable, which perfectly match with Esprit's brand mission.
e leaf
010
loop
letter e
Brand Guideline The new logo
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Black & White Version
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Brand Guideline The new logo
LOGO anatomy
3X
2X
X
X
9X
X
X
X
X
2X
3X
X X X 3X
X X X 3X
X X X X X X X ½X 2.5X
2X
2. 5X
2X
0. 75X
1. 5X
1.25X
X is the width of the stroke,
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clear space
| Clear Space is the area surrounding the signature that must be kept free of other graphic elements. The minimum required clear space is defined by the measurement "X," which is derived from one unit of the stroke.
2X
2X
2X
2X
X
2.5X
2X
2X 2X
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2X
Brand Guideline Clear space
2X
2X
2X
2X
X
2X
2X 2X
2X
2X
2X
2X
2X
2.5X
015 2X
2X 2X
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size restrictions
| The following chart is dimension restriction that help to indicate the proper signature size to use in the different design situations.
Symbal Signature
Logotype
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Brand Guideline Size Restrictions
Signature
Symbal
Logotype
1.5 x 1.5
1.5 x 1
1.5 x 0.5
1x1
1 x 0.75
1 x 0.3
0.7 x 0.5
0.7 x 0.1
1 inch and above
1 inch and below
0.5 inch and above
0.5 inch and below 0.5 x 0.3
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Proper usage
| The new logo can be presented throughout different media, formats, and situations. The following are the accepted ways to use the logo. When using the white background, the logo must remain the original colors. The logo must be reversed to white if used the dark or colored background and reversed to black if used the light background.
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Brand Guideline Proper Usage
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logo don'ts
| Below are unacceptable ways to use our logo. These guidelines help to keep our brand consistent and legible.
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DO NOT Stretch
DO NOT Use drop shadow
DO NOT Rotate
DO NOT Use 3D
DO NOT Flip
DO NOT Ignore the clear space
Brand Guideline Proper Usage
DO NOT Use gradient color
DO NOT Change logotype position
DO NOT Outline
DO NOT Alter proportions
DO NOT Misalign logotype
DO NOT Use off-brand color
021
If you want to go quickly, go alone. If you want to go far far, go together. —African Proverb
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03 visual system | Brand Colors Typography Business System
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brand color
| These are the approved brand colors. Colors should stay in the realm of the following palette. Shadow gray and pear green are our primary colors as they are used for the logo. Tea green, forest green and brilliant white are used as secondary colors throughout the brand system.
primary color
PANTONE 2282 C
PANTONE 363C
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Tea Green #C5E38D C31 M0 Y56 K0 R197 G227 B141
Forest Green #3f7a24 C79 M43 Y100 K4 R63 G122 B36
Visual System Brand Color
Secondary color
PANTONE 360 C
PANTONE 447 C
PANTONE 11-4001 TPG
Pear Green #7DC051 C57 M6 Y83 K0 R125 G192 B81
Shadow Gray #32332e C78 M72 Y76 K48 R50 G51 B46
Brilliant White #f0f0f2 C7 M6 Y4 K0 R240 G240 B242
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Typography
Moonshine regular
abcdefghijklmsopqrstuvwxyz 01234567890!#%&+:"?
Bold
abcdefghijklmsopqrstuvwxyz 01234567890!#%&+:"?
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Visual System Typography
Ideal Sans Light
abcdefghijklmsopqrstuvwxyz 01234567890!@#$%^&*()_+{}|:"<>?
Light Italic
abcdefghijklmsopqrstuvwxyz 01234567890!@#$%^&*()_+{}|:"<>?
Book
abcdefghijklmsopqrstuvwxyz 01234567890!@#$%^&*()_+{}|:"<>?
Book Italic
abcdefghijklmsopqrstuvwxyz 01234567890!@#$%^&*()_+{}|:"<>?
Medium
abcdefghijklmsopqrstuvwxyz 01234567890!@#$%^&*()_+{}|:"<>?
Medium Italic
abcdefghijklmsopqrstuvwxyz 01234567890!@#$%^&*()_+{}|:"<>?
Semibold
abcdefghijklmsopqrstuvwxyz 01234567890!@#$%^&*()_+{}|:"<>?
Semibold Italic
abcdefghijklmsopqrstuvwxyz 01234567890!@#$%^&*()_+{}|:"<>?
Bold
abcdefghijklmsopqrstuvwxyz 01234567890!@#$%^&*()_+{}|:"<>?
Bold Italic
abcdefghijklmsopqrstuvwxyz 01234567890!@#$%^&*()_+{}|:"<>?
029
There is no power for change greater than a community discovering what it cares about. â&#x20AC;&#x201D;Margaret J. Wheatley, American writer
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04 brand prospects
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brand prospects
PRODUCT
SERVICE
ENVIRONMENT
<PR1> Esprit App <PR2> Esprit Life
<SE1> Esprit Database <SE2> Epsrit Recycle
<EN1> Esprit Market <EN2> Esprit Store
<EX1> Esprit Seminar EXPERIENCE
<EX2> Esprit Volunteer <EX3> Esprit Art
<EV1> Esprit Ocean Cleanup EVENT
<EV2> Esprit Beach Cleanup <EV3> Esprit Free Market
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<ED1> Esprit Lab EDUCATION
<ED2> Esprit Eco Camp <ED3> Esprit Talk
<CO1> Esprit + Imperfect CO-BRANDING
<CO2> Esprit + Goodwill <CO3> Esprit + Water.org
Brand Prospects
<SE1> <ED3>
EDUCATION
<EV1> <EV2> <ED1>
<SE2> <ED2> <EX1> <EX2>
ACTIVITY <CO1> <CO3>
<PR1> <PR2> <EX3>
COMMUNITY <CO2> <EV3>
<EN1> <EN2>
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PRODUCT
PRODUCT
<PR1> Esprit App
<PR1> Esprit Life
Esprit App is an app that engaging people to be aware of the global issue.
Esprit Life is a monthly magazine that provides information about global issue and activities.
+ Esprit App provides a format for the user to easily get in touch with global issues such as climate, community, animals, etc.
+ Esprit magazine is a monthly magazine covering global issues such as environment, climate, animals, humanities, public welfare activities, and so on.
Mission-focus Esprit support the idea of earth-friendly to encourage people to engage with social issues by providing live global news on the app.
Mission-focus Esprit supports the idea of earth-friendly to encourage people to engage with social issues by providing monthly magazine.
Similarity National Geographic Education Newsela The Wonderment
Similarity TIME ZEKE Culturos
Differences Unlike the usual global awareness app, Esprit App provides not only global issues but also the local news and events depends on the location of the user. People can register the events or other activities through the app.
Differences Esprit Magazine offers free tickets related to conservation issues from time to time. Esprit Magazine also provides a platform to raise money for environmental campaigns.
Brand Prospects
SERVICE
SERVICE
<SE1> Esprit Database
<SE2> Esprit Recycle
Esprit Database offers a platform that can let users searching the ingredient and other relative information of the products.
Esprit Recycle helps people understand more about the recycling process and encourage people to use sustainable products.
+ To encourage people to use the non-animal testing and fairtrade products, Esprit Database offers a platform for people to easily inquire about product ingredients, sources, and related processes.
+ Recycle is a direct and easy way for everyone to help protect our environment. To promote and clarify the best and accurate way to recycle is Esprit Recycle's mission.
Mission-focus Esprit supports the idea of earth-friendly to encourage people to engage with social issues by provides the database of cosmetics' ingredient information.
Mission-focus Esprit supports the idea of earth-friendly to encourage people to engage with social issues by giving people accurate knowledge about recycling.
Similarity National Geographic Education Newsela The Wonderment
Similarity Recycle Rebuild SOSF US EPA
Differences Unlike the usual global awareness app, Esprit App provides not only global issues but also the local news and events depends on the location of the user. People can register the events or other activities through the app.
Differences Unlike the usual recycling project, Esprit Recycle also extends the recycling project into a community helping program. People who join this project will also have opportunities to help recycle for people with mobility problems.
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ENVIRONMENT
ENVIRONMENT
<EN1> Esprit Market
<EN2> Esprit Store
Esprit Market provides food from the local farmers and organic products.
Esprit Store provides a wide variety of products made by sustainable materials.
+ Esprit Market helps local farmer selling their food and vegetable, meanwhile encourage people to support them. Part of the income will donate to local schools for children who are not capable of eating well.
+ To protect the environment, not buying things is the best way, but it is difficult to achieve. To reduce the harm for our planet, Esprit Store provides products that are made of sustainable materials, which can minimize damage to the environment.
Mission-focus Esprit supports the idea of earth-friendly to encourage people to engage with social issues by provides food from the local farmers.
Mission-focus Esprit supports the idea of earth-friendly to encourage people to engage with social issues by providing the earth-friendly products.
Similarity National Geographic Education Newsela The Wonderment
Similarity Ethical Earth Public Goods The Little Market
Differences Unlike the usual global awareness app, Esprit App provides not only global issues but also the local news and events depends on the location of the user. People can register the events or other activities through the app.
Differences We advocate environmental protection, so we will minimize the use of packaging. Customers can bring their own containers to shop for food or drinks.
Brand Prospects
EXPERIENCE
EXPERIENCE
<EX1> Esprit Seminar
<EX2> Esprit Volunteer
Esprit Seminar puts up a platform for people to exchange their eco-friendly ideas.
Esprit Volunteer serves as a platform for people who are passionate about helping people or improve the environment for public welfare purposes.
+ Esprit Seminar is a social platform for people to exchange their eco-friendly lifestyle and experience. By sharing the information between each other, the idea of environmental protection will also be noticed and improve.
+ To promote people's passion for their surroundings, Esprit Volunteer provides a variety of Volunteer activities that people can participate in, including environment, animals, community, and so on.
Mission-focus Esprit supports the idea of earth-friendly to encourage people to engage with social issues by exchange information about eco-friendly lifestyles and experience.
Mission-focus Esprit supports the idea of earth-friendly to encourage people to engage with social issues by giving people a chance to become a volunteer.
Similarity Twitter Instagram Facebook
Similarity H.E.L.P. Volunteer Match Create the Good
Differences Unlike other social media, Esprit Seminar only allows users to share the information related to the eco-friendly ideas or lifestyle. The main goal is to reduce the damage to the environment, so any commercial advertisements will not be allowed.
Differences Unlike the usual volunteer platform, Esprit Volunteer mainly focuses on the community. We believe a community with a healthy relationship will encourage people to become a positive individual.
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EXPERIENCE
SERVICE
<EX3> Esprit Art
<EV1> Esprit Ocean Cleanup
Esprit Art provides a way for people to engage with the social issues through artworks and activities.
Esprit Ocean Cleanup provides a way to make people engaging with protecting the earth.
+ In order to raise the public's attention to social issues, Esprit Art will exhibit works of art related to the environment and global issues from time to time, covering photography, painting, etc.
+ Esprit Ocean cleanup provides opportunities for people to protect our one and only ocean. This cleanup array only provides to people who has scuba diving license.
Mission-focus Esprit supports the idea of earth-friendly to encourage people to engage with social issues by holding art exhibitions.
Mission-focus Esprit supports the idea of earth-friendly to encourage people to engage with social issues by providing people a chance to clean the ocean.
Similarity On the Inside Embedded Messages
Similarity The Ocean Cleanup Pitaya Suwan Foundation Surfrider Foundation
Differences Unlike the usual art exhibition, Esprit Art is more focuses on the environment and social issues and having more interactive experience.
Differences Unlike the usual ocean cleanup array, people who attend this activity will gain the points which can be used in the Esprit Store or Esprit Market to create a harmonious loop of ecofriendly life.
Brand Prospects
SERVICE
SERVICE
<EV2> Esprit Beach Cleanup
<EV3> Esprit Free Market
Esprit Ocean Cleanup provides a way to make people engaging with protecting the earth.
Esprit Free Market is an activity that can let people in the community exchange their unused stuff for free.
+ Esprit Beach cleanup provides opportunities for people to protect our one and only ocean. This cleanup array welcomes everybody from the world, including people of all ages and all jobs.
+ To extend the good's life, we encourage people to exchange their unwanted items. By holding the small second-hand market in each community, people can get free stuff or clean up their home groceries in a more meaningful way than throw them away.
Mission-focus Esprit supports the idea of earth-friendly to encourage people to engage with social issues by providing people a chance to clean the beach.
Mission-focus Esprit supports the idea of earth-friendly to encourage people to engage with social issues by holding a free-to-take market.
Similarity National Geographic Education Newsela The Wonderment
Similarity Goodwill Alameda Flea Market Second-hand shop
Differences Unlike the usual ocean cleanup array, people who attend this activity will gain the points which can be used in the Esprit Store or Esprit Market to create a harmonious loop of ecofriendly life.
Differences In this Esprit Exchange activity, people in the same community can have this experience face to face instead of talking to a clerk. Communication can make people connect with each other.
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EDUCATION
EDUCATION
<ED1> Esprit Lab
<ED2> Esprit Eco Camp
Integrated research and development for sustainable materials.
Esprit Eco Camp provides an activity for kids to attend and learn more about the environment and global issue.
+ Esprit Lab is an online platform for people to teach and learn DIY stuff. The tutorial focuses on the eco-friendly project, helping people reuse their unwanted goods.
+ To raise children's awareness of global issues, Esprit Eco Camp offers creative ways for children to learn in a fun atmosphere. This activities not only teach children about the concept of environmental protection but also visits successful cases.
Mission-focus Esprit supports the idea of earth-friendly to encourage people to engage with social issues by educating people to protect our planet in a creative way.
Mission-focus Esprit supports the idea of earth-friendly to encourage people to engage with social issues by holding the Esprit Eco Camp.
Similarity Craft Tutorials Hester's Handmade Home A Beautiful Mess
Similarity South Bay Eco Kids Nature Camp Chaa Creek Summer Camp Eco Adventure
Differences Unlike the usual DIY tutorial site, Esprit Lab teaching people how to reuse their stuff meanwhile protects the earth.
Differences Unlike the usual eco summer camp, Esprit Eco Camp will teach children to help local communities.
Brand Prospects
EDUCATION
CO-BRANDING
<ED3> Esprit Talk
<CO1> Esprit + Imperfect
Esprit Talk provides a platform for people to enjoy the inspiring life stories from others around the world that care about the environment.
Esprit will co-brand with Imperfect Produce to reduce the waste of food.
+ To raise people's awareness of global issues, Esprit Talk invites people around the world to share their stories about the social issue and environment.
+ Imperfect Produce gives the ugly fruit and vegetable a second chance. People can buy them at a relatively low price, while the quality is still good. Esprit can cooperate with Imperfect and help local farmers selling their good ugly food to prevent waste.
Mission-focus Esprit supports the idea of earth-friendly to encourage people to engage with social issues by inviting people to share their stories about the global issue.
Mission-focus Esprit supports the idea of earth-friendly to encourage people to engage with the social issues by encouraging people to use and eat ugly fruits and vegetables.
Similarity Ted Talk The Moth
The differences between without co-brand Imperfect Produce only serves in the certain area currently, but Esprit can help extend this great idea into the whole US.
Differences Unlike the usual talk show, Esprit Talk focuses on the real-life story about how the environment and global issue infect us.
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CO-BRANDING
CO-BRANDING
<CO2> Esprit + Goodwill
<CO3> Esprit + Water.org
Esprit will co-brand with Goodwill, to provide well-preserved second-hand goods to those in need in the community.
Esprit will co-brand with Water.org to those people who need clean water for daily use.
+ To make used goods more valuable, Esprit will work with Goodwill to donate used goods provided by community residents to those in need.
+ Using water is a big deal, while there are a lot of people in the world who don't have enough clean water to use. Esprit will work with Water. org to raise money to build water filtration systems, so people around the world have clean water.
Mission-focus Esprit supports the idea of earth-friendly to encourage people to engage with the social issues by reuse the goods and to help people in the community.
Mission-focus Esprit supports the idea of earth-friendly to encourage people to engage with the social issues by raising money in many different formats.
The differences between without co-brand The second-hand goods will not only be selling for people but for free for those in need.
The differences between without co-brand Use other platforms owned by Esprit to do more efficient fundraising. Accelerate and expand the scope of services to jointly increase the well-being of the world's people.
Brand Prospects
043
We have always held to the hope, the belief, the conviction that there is a bet ter life, a bet ter world, beyond the horizon. â&#x20AC;&#x201D;Franklin D. Roosevelt, 32nd president of the us
s
f,
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05 future prospects
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EXPERIENCES <EX2> Esprit Volunteer Esprit Volunteer serves as a platform for people who are passionate about helping people or improve the environment for public welfare purposes. + To promote people's passion for their surroundings, Esprit Volunteer provides a variety of Volunteer activities that people can participate in, including environment, animals, community, and so on.
046
Future Prospects
047 < People from many ages become volunteers and helping the community become cleaner.
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Volunteers visit elderly people living alone and provide assistance.
048
Future Prospects
< People from many ages become volunteers and help pave the way.
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SERVICES <EV2> Esprit Beach Cleanup Esprit Ocean Cleanup provides a way to make people engaging with protecting the earth.
+ Esprit Beach Cleanup provides opportunities for people to protect our one and only ocean. This cleanup array welcomes everybody from the world, including kids, parents, school, or other organizations.
050
Future Prospects
051 < People work together to clean up the garbage on the beach.
052
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Future Prospects
< Esprit staff are nearby to provide necessary assistance.
053 < Small step for each individual can add up to a huge achievement.
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EDUCATIONS <ED1> Esprit Lab Integrated research and development for sustainable materials.
+ Esprit Lab is an online platform for people to teach and learn DIY stuff. The tutorial focuses on the eco-friendly project, helping people reuse their unwanted goods.
054
Future Prospects
055 < Esprit staff are discussing the next Lab event .
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056
People get together to share their experiences.
Future Prospects
< Esprit Lab holds a small competition and the participants are cheering up.
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SERVICES <EV3> Esprit Free Market Esprit Free Market is an activity that can let people in the community exchange their unused stuff for free.
+ To extend the good's life, we encourage people to exchange their unwanted items. By holding the small second-hand market in each community, people can get free stuff or clean up their home groceries in a nicer way than throw them away.
058
Future Prospects
059 < People are finding something they think valuable for free.
060
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Future Prospects
< An old man checking out the secondhand books.
061 < Some old brassie in the Esprit Free Market.
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PRODUCTS <PR1> Esprit App Esprit App is an app that engaging people to be aware of the global issue.
+ Esprit App provides a format for the user to easily get in touch with global issues such as climate, community, animals, etc.
062
Future Prospects
063 < A mother and her child are reading an article on the Esprit App together.
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Three girls are discussing ideas they saw on the Esprit App.
064
Future Prospects
< A child tries to DIY toys made from recycling bottles.
065
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EDUCATIONS <ED2> Esprit Eco Camp Esprit Eco Camp provides an activity for kids to attend and learn more about the environment and global issue. + To raise children's awareness of global issues, Esprit Eco Camp offers creative ways for children to learn in a fun atmosphere. This activities not only teaches children about the concept of environmental protection but also visits successful cases.
066
Future Prospects
067 < Children in the Esprit Eco Camp.
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Kids are making their masterpieces with used paper cups.
068
Future Prospects
< Happy photo of children at the end of Esprit Eco Camp.
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SERVICES <SE2> Esprit Recycle Esprit Recycle helps people understand more about the recycling process and encourage people to use sustainable products. + Recycle is a direct and easy way for everyone to help protect our environment. To promote and clarify the best and accurate way to recycle is Esprit Recycle's mission.
070
Future Prospects
071 < Volunteers are teaching children how to sort garbage correctly.
072
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Future Prospects
< Kids are helping to recycle plastic bottles.
073 < The community reuses the plastic bottle as a pot.
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SERVICES <SE1> Esprit Database Esprit Database offers a platform that can let users searching the ingredient and other relative information of the products. + To encourage people to use the non-animal testing and fairtrade products, Esprit Database offers a platform for people to easily inquire about product ingredients, sources, and related processes.
074
Future Prospects
075 < A woman is checking the ingredient in the cosmetic on the Esprit Database.
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After inquiring about the ingredients, the woman feel safe to use the product she bought.
076
Future Prospects
< A girl is discussing the ingredients she found on the Esprit Database with her mother.
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CO-BRANDING <CO2> Esprit + Goodwill Esprit will co-brand with Goodwill, to provide well-preserved second-hand goods to those in need in the community. + To make used goods more valuable, Esprit will work with Goodwill to donate used goods provided by community residents to those in need.
078
Future Prospects
079 < People are donating their unused clothes to those in need.
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A woman is organizing the clothes she is going to donate.
080
Future Prospects
< A little girl feels happy when she got a free bag she always wants.
081
Instructor _ Hunter Wimmer Support Instructor _ Monica Berini
Design _ kelly Chen
03