Friends of the Danube

Project Type: Product Branding
What We Did: Product Branding, Strategy, Identity
Client: Friends of the Danube
Year: 2023.

www.friendsofthedanube.com

We always wanted to launch a product that is aligned with our mission, vision and values. We have experimented in social and environmental entrepreneurship quite a bit. We launched Supernatural tea and honey with Delhaize Serbia, as a fund generator for youth eco education.  We created a T- shirt for the planet brand, where every T- shirt planted a tree. We even had a Supernatural bar, selling fruit and veggie juices and healthy staff, and a first no smoking bar in Belgrade.

Until we decided to dedicate our entrepreneurial spirit to thread that connects all. On a World water day March 22, 2023, we launched Friends of the Danube, a clothing brand with a purpose.

 Our roots are in environmental activism, and we see the clothing brand as a tool to promote, protect and enhance the biodiversity of the Danube river. Clothing brand is business activism platform, and our intention is to create a new business model which is good for the people and good for the planet.

This will also mean a transformation of economical system from a linear model, which is degrading the environment, to circular system, a shift to a new economical paradigm.

That is why a tag line for the brand is “a thread that connects all”, just like the river is the thread that connects us. We want to play our part in transforming the textile industry, which has a massive negative impact on environment, to a business which nurtures the nature. We want to leave the river to future generations better that we found it.

That is what Friends of the Danube is about.

OUR PRODUCTS FEATURE ORGANIC COTTON, ECO STANDARD PAINTS, RECYCLED MATERIAL PACKAGING, AND THIS IS JUST A BEGINNING.

 WE PLANT TREES AND BEE FRIENDLY PLANTS, CLEAN RIVER BEDS, PROMOTE THE RIVER AND ITS BIODIVERSITY, CREATE AWARENESS CAMPAIGNS, ORGANIZE EDUCATIONAL CAMPS FOR YOUTH WHILE PROMOTING AN ACTIVE NATURE LOVING LIFESTYLE.

 The goal of the program is to, connect, empower and activate youth in protection and enhancment of biodiversity and to experience the river in adventurous way, through fun and engaging activities.

FOD Camps

FOD Camps give opportunity for youth to meet their peers along the Danube region, and to get in touch with local environmental organizations.

The program is organized through theory & practice; Guided workshops for youngsters, where they have the opportunity to talk with experts form various fields: Rangers from national parks, researches from biological institutions, local tourists organizations, water conservation experts, NGOs, etc. Practical education consist of various activities, such as bird watching, kayaking, trekking, tree planting, cycling, camping, cooking...