8. at 15, he decides he likes
learning from life more
1995
than books and leaves
school
9. on a visit home before
moving to India, he finds
a book about soapmaking
1999
and makes the first batch
of soap with his mom in
the family’s kitchen
10. spends time in Cambodia
and envisions a place
where sustainable, socially
responsible businesses
could incubate...
2001
his friend suggests
starting a soap company
to fund it...
and call it Pangea
11. now in Boulder, Colorado,
works as a baker at Whole
Foods during the day and
2002 makes soap in his garage
at night. He sells soap out
of his van at concerts and
events.
12. moves Pangea out of
his garage and into a
2003
warehouse space to keep
up with demand.
13. philosophy
product
integrity
performance
INTEGRITY practices
people
planet
14. honest there’s a purity to honesty. truth begets trust. small
crafted batches created by human hands. craft = care.
I organic
NTEGRITY teach others what this means and why it’s important.
nurturing good for people, good for planet.
fair living wages, fair trade, full disclosure.
15. We need to re-invent what organic, natural,
authentic, and sustainable look like. Too many
brands get too much credit because of what’s on the
outside. To get more people to experience and trust
Pangea, grow as a business and to get into other
distribution channels, an established look is more
powerful. All or nothing. One step at a time.
24. SECONDARY
GRAPHICS
Our ingredients originate from all over the world. This topographic map
represents and conveys the fact that Pangea Organics is dedicated to
fair trade with developing countries, bringing the world back together
one bottle, bar and jar at a time. It can be used as both a primary graphic
element as well as a complimentary element paired with photography.
established instead of activist
25. Wouldn’t corn-based plastics be a perfect addition
to the story of Pangea? Not if we end up supporting
GMO farming in any way. Presenting the bottled
products in earth friendly boxes will give us an
elevated cosmetic presence. It would, but no box is
more earth friendly.
26.
27.
28.
29.
30. It was refreshing and challenging to adopt these
tenets. Making design decisions from this level of
conviction was liberating! Joshua and his company
found it difficult to watch their baby grow up.
37. Pre-IDEO: 300 doors Whole Foods
Currently: 1600 doors
China & Korea
Current distribution channels include:
Natural Grocer, Boutique Box Chain, Progressive Spas
Salon, Spa and Prestige (High End
Department Stores). Europe
Pre-IDEO, Pangea was solely in
Natural Grocer.
