Shoo’s owner and founder, Christy Hobart, uncovered research revealing a significant increase in mosquito populations in warming climates across the globe. She also discovered, while battling bugs in her own backyard, that insect-repellent clothing options on the market offered little that she wanted to wear to a dressy cocktail or casual garden party.
Christy researched safe and effective bug-repellent technologies, sourced scarves and wraps created by artisans in Ethiopia working under fair and sustainable conditions (members of the World Fair Trade Organization), starting with the women who spin locally sourced cotton using methods handed down through generations and partnered with the global non-profit, Nothing But Nets, vowing to make a donation for every Shoo For Good purchase.
Our challenge: How to tell a story that contrasts the practical – insect repellent scarves, with the aspirational life of travel and time spent in nature and entertaining, not to forget the story of giving back with her work with Nothing But Nets.
Seed Agency worked with Shoo For Good to build a brand from the ground up, developing the brand story, strategy and marketing plan, identity, product packaging, image libraries, website, email marketing and social media campaigns.