As an enthusiast about mathematics and physics, the dynamism of Mobius strip really resonated with the concept of thinking consumer first and being on one side. More so, the philosophical principles to a Mobius extend to the eternity, circularity and recycling which resonate with Mobius Strip.

As it is a very fluid shape which has many forms, literal and symbolic, we explored many shapes that it could take to balance its paper based moving shape and the structural geometry we needed. The three dimensionality of the logo came from the three shades of purple as it was important to show the paper has taken a twist and stuck on the two sides.