SOLVE A PROBLEM - MEET A NEED - ENHANCE A CATEGORY
At The Organic Company we have to act responsibly and in alignment with mother nature. This is a must which we have chosen ourselves. It’s in our DNA. All new products have to either solve a problem, meet a need or enhance a category.
We have proof that our design principles are taking us in the right direction: winning best in test more than once, customer feedback telling us that our towels are their favourite and still going strong after many years and a lot of businesses seeking our advice about our business model.Less and better
We believe in the “less and better concept” for one reason; humanity’s resource consumption every year (since 1970) exceeds Earth’s capacity to regenerate those resources per year. In 2019 we required the equivalent of 1.7 planets to satisfy our consumption.
This calls for a major change. And yet, we all want to produce, design and acquire new things. SO! Narrowed down; it’s a matter of changing the way we produce and to what extent.
We believe that all of us have to step up; governments, businesses and individuals. In other words, governments need to make alternative policies aligned with nature, businesses should act beyond the bottom line figures and individuals can reconsider buying less and better, whilst reusing and repairing what they already have.
- To be 100% organic.
- For all our packaging to be made from 100% recycled material.
- To make reusable products, designed to replace disposables.
- To make functional, quality products to last years.
- To comply with our design principles: All new products have to either solve a problem, meet a need or lift a category.
SOLVE A PROBLEM
Example: Our towels to wrap.
When designing this piece Lone Kjær Rasmussen and Joy Vasiljev, didn’t start the process with colours or fabric; the starting point was to fix a problem. How do you keep towels securely wrapped around you? Lone and Joy designed the tape with loops to solve this issue, you’ll find this feature on many of our other products too. (And rumour says that many awkward situations have been avoided since introducing this feature!)
MEET A NEED
Example: Absorbent Kitchen towels.
Let’s face it, too many kitchen towels on the market cannot absorb or have poor absorbency and need to be soaked for days before use. Our kitchen towels have high absorbency and can be used straight away. Our kitchen towel was launched in 2009 and was perhaps the first kitchen towel being truly organic and all absorbent. Today nothing has changed, it is the same size, quality and fabric.
Example: Kitchen Cloth – long lasting and free from plastic.
Some years back, people started noticing that the most common kitchen cloths contained plastic. We saw an opportunity, and Joy developed “the perfect kitchen cloth”; a quality kitchen cloth, free from plastic, long lasting and made from organic cotton.
ENHANCE A CATEGORY
Example: Our 6 layer blanket.
We saw a lot of nice blankets on the market, however none made of pure organic cotton whilst being truly luxurious at the same time. So Joy designed a blanket with 6 layers of soft organic cotton. It’s large enough to embrace you and keep you warm with a very exclusive expression without being pompous.