Briiv set out to prove that “sustainable” could be engineered in, not bolted on. Laurra and Mike, co-founders of FIVE Create, were brought in to develop the Briiv name, brand world and market positioning, helping take a radically low-plastic, compostable air filter from product idea to a brand people could instantly understand, trust and want to have in their homes.
CHALLENGE
Most air purifiers and replacement HEPA filters create a hidden waste problem: they typically cannot be recycled and can persist for thousands of years, equating to around 6,000 tonnes of plastic waste every six months!
At the same time, the category is noisy and “tech-heavy”. Many brands present facts, specs and fear, while using sustainability claims that do not hold up under scrutiny. We needed to create a brand that would make people care about the waste problem, while also making “clean air” feel desirable and relevant day to day, not just scientific.
KEY DECISIONS
We started with sustainability as the design principle, not the marketing story, anchoring Briiv in circular thinking and end-of-life responsibility. We then simplified the innovation into a clear, ownable narrative, a compostable filter made from natural materials: moss, coconut fibre and nano matrix, so we could talk about what it is, not just what it does.
Finally, we positioned Briiv around everyday wellbeing and better living, helping it compete in a tech-led category without sounding like another gadget brand.
STRATEGY
Briiv was shaped for the conscious consumer who is informed but not activist: rational, progressive, and open to learning, with sustainability seen as common sense, not a badge.
The brand direction shifted Briiv away from overly factual, slightly masculine category language toward something more approachable, friendly, and quietly challenging. The core idea was: Briiv is like a good friend who shows you a better way, with education delivered in simple snippets and questions that prompt action.
To carry the personality and make education feel warm rather than preachy, we introduced a canary mascot. Historically linked to air quality, it gave the brand a memorable symbol and a way to deliver “did you know?” facts without sounding judgemental. Along with this we set a clean, simple, natural visual language with an interior-design sensibility, making the product feel at home in modern spaces.
IMPACT
The brand system and proposition were used to support Briiv’s Kickstarter campaign, helping the product land as both a credible innovation and a desirable lifestyle choice, this overfunded by almost 400%. A few years on, Briiv is now a multi-award winning product with customers across the global and is an internationally recognised brand in sustainable air quality.
”The branding and positioning for Briiv really brought the whole project to life. Without such a strong sense of direction both visually and in its messaging, Briiv couldn’t have had the impact it’s had. We are now multi-award winning, and Briiv stands as an internationally recognised brand and product-leader in sustainable air quality.
Sean SykesCo-founder, FIVE Create
