Shoonya

Shoonya - India

A Zero Pollution Delivery campaign by Niti Aayog & Rocky Mountain Institute; aims at reducing pollution in India by creating a brand and certification program to recognize and promote efforts by e-commerce, fleet aggregators, and delivery companies who are adopting Electrical Vehicles (EVs) for final-mile deliveries. 

Ants at work collaborated with Edelman India to design a functional mark which is easily recognizable or significant as a mark of ownership affiliation. It had to be bold, clear, simple, strong and distinctive.

We used a stylised, illustrative version of the popular 'hand gesture' that visually represents the word 'Shoonya'. It also works as a mark of approval and agreement. Since the Zero Pollution Delivery campaign is an initiative for the betterment of the environment, the symbol clearly denotes that it is 'job well done'. It also doubles up as a mark of certification.

We incorporated a 'leaf' in the counter space to make it relevant, ownable and convey green energy.

Agency: Edelman, India
Branding + Brand Guidelines + Brand Consultancy