Planet Smart is the climate tech startup behind PlanetSorb, a bio-based superabsorbent polymer designed to replace the fossil-based layers still used in diapers and hygiene products. With sustainability at its core, the brand identity needed to communicate both scientific innovation and environmental responsibility in a way that felt intuitive and compelling.

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The design system is built around the fundamental concept of wet versus dry, visually reinforcing the material’s absorbency. This contrast is expressed through typography, where two distinct styles illustrate the shift from saturation to dryness, and in the company and product logos, where organic, water-inspired shapes evoke the transformation of liquid being absorbed. A palette of violet tints was chosen, referencing the material’s natural colour while maintaining a clean, sophisticated, and tech feel.

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Motion plays a key role in bringing the brand to life, with elements that expand, contract, and morph to mirror the polymer’s function. The interplay of motion with the identity’s overall softness creates a dynamic brand system that balances scientific precision with an approachable feel, reinforcing Planet Smart’s role in advancing sustainable materials.

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To further illustrate the product’s impact and functionality, a detailed explainer video was crafted and animated, visually breaking down how PlanetSorb works and the role Planet Smart plays in advancing sustainable hygiene solutions. Additionally, the company’s digital presence was developed from the ground up, with a website built to guide users through the brand’s mission, technology, and vision—starting from UX design all the way through to development.