GRO
Salling GRO – Branding & Campaign
Salling GRO is a fictive concept for an assignment for EK. The concept focused on sustainability and the reuse of children’s clothing for the company Salling.
The idea is rooted in everyday life: when families are already shopping, they can easily drop off used clothes for recycling – a small, green action made simple and approachable.
The assignment consisted of a visual identity, campaign and strategy.
The visual identity is warm and down-to-earth: a logo with a recycling circle as the O in GRO, a color palette of soft, natural tones, and playful circular graphics that emphasize cycles and repetition. The tagline “Clothes you can grow out of again” links reuse directly to children’s growth.
Campaign
The core message, “Why not reuse?”, was paired with the tagline “Clothes you can grow out of again”. Campaign visuals connected everyday products like backpacks or bibs with small green actions, highlighting how reuse can be integrated into ordinary routines.
Collab
Kindergarten partnerships – exclusive collaborations where families could donate directly through “extra clothes” boxes, making recycling part of parents’ daily drop-off and pick-up routines.
