SOTER - THE PLASTIC FREE
SUPERMARKET
Go plastic-free, at the click of a button. We created an online plastic-free grocery shopping solution
Year
2022
Role
Co-Founder
Type of Work
Business Strategy
Digital Product Design
Brand Strategy
Branding
UI & UX Design
Content Production
Copy Writing
In an effort to combat the growing plastic pollution crisis, I partnered with a like-minded friend and embarked on a journey to make a positive change. Together, in three months we founded an online supermarket offering a plastic-free grocery shopping for all.
Fuelled by a passion for a better future and fed up with in-action from major supermarkets, we conceptualised a bold brand, developed a digital product and delivered a solution to change the way people shop for the better.
Our approach was to work quickly in order to keep moving the business concept forward, without obsessing on perfection. Our journey led us to the creation of a cutting-edge web application with innovative features that made it easy for customers to shop locally and plastic free without compromising on quality, convenience or choice.
We developed product sustainability evaluation and tracking system with comparison widgets to offer greater clarity to consumers and their sustainable choices. The platform offered a vast selection of eco-friendly products, from groceries to household goods, all sourced from environmentally conscious suppliers.
To help secure the necessary funding I crafted a compelling pitch video that articulated our mission and insight into the market potential of a plastic-free supermarket. The hard work paid off, as the pitch video helped us secure 50% of our target investment and we were short listed in the Ocean Impact Pitch Fest 2022, with the chance to win a NSW Government grant of 100k.
In the end, the project came to a pause, with required funding for the next stage of the business proving too vast to propel our concept to the next stage. We hope this is not the end of our plastic free dream.
SOTER IN SUMMARY
Soter was a data-driven / plastic free / low waste supermarket, We were online initially, but had plans for a first store locally with an ambitious expansion plan Australia wide. We stocked a full basket of products from fresh veg and meats to trail-blazing, sustainable brands that are already changing the landscape.
We used a returnable container system– which were delivered, collected and washed as part of your shopping experience. And we had some cool tech widgets to ensure we were offering the most sustainable supermarket shop in the country.
SIMPLE WITH SOTER
Our mission was to make plastic-free and low-waste grocery shopping so simple and feel so good, you wouldn't want to shop any other way. We offered a simple, guilt-free alternative to those other supermarkets who, let's face it, aren't doing a lot about the big plastic elephant in the room. We designed a supermarket we wanted to shop at. Soter enabled customers to go plastic free at the click of a button. Yep, it was that simple. (for our customers at least).
THE PITCH VIDEO
I produced a 3-minute pitch video which helped us secure a finalist spot at the Ocean Impact Organization Pitch Fest 2022, with the chance to win a NSW Government grant of 100k. We also used the video to secure investment pitch meetings with VCs.
PILOT BRAND, STRATEGY & PACKAGING
Initial branding and packaging concepts were used for our 4-week pilot, investment collateral and digital platforms. In a short time frame we achieved the beginnings of a bold brand with a unique positioning. We aimed for a look and feel that embraced the 'bubble gum' sugar rush of consumerism, something we feel customers still subconsciously desire despite wanting to go plastic free. We also believed this would place Soter in juxtaposition to other sustainable shopping solutions.
Going plastic-free doesn't have to mean earthy greens and browns, it doesn't have to feel like a whole food store or in some cases feel pretentious and exclusive. We wanted the brand to feel different, accessible, fun and bold.
DRIVING
SUSTAINABILITY WITH
TECH AND DATA
Our goal was to utilise tech and data to help drive sustainability. Take our ‘Soter Scale’ for example: Each product was given a score based upon our bespoke sustainability index, allowing customers to make super informed decisions. Soter aimed to reward customers for shopping more sustainably via a points system and then using purchase data for dynamic marketing opportunities. Giving sustainable shoppers a
moment of fame and fortune.
