I was sitting in the Chicago o’hare airport on a very delayed flight, finding myself watching the TV, something I never do. I was watching nightline and they were interviewing a design firm and they were having them redesign the American shopping cart in 72 hours. I was very impressed with the process that was taken to get the results that were found and implemented. The design firm was IDEO. When I got home I called them to try and schedule a meeting just to meet some people there. At this point I was just a soap company with two employees with annual sales of just about 150k.

A few months later I got a call back. I happened to be in SF visiting my girlfriend at the time and I went down there and got a tour and told the business development person, Dan Bomze the story of Pangea, he quickly went and got a writer and a designer and a few more people, I told the story to them as well. A few weeks later I got an email from Dan expressing IDEO’s interest in branding Pangea. After a few rounds of negotiations we struck a deal. Coming to the plate with many concepts and ideas myself, they partnered me with two designers a writer and a materials expert, together the Pangea Organics brand was found. Earlier that year I was sitting in Joshua Tree National Park for my annual visionary meeting with myself when I decided to introduce the concept of plantable packaging to the world. It took two years but finally we found success.

When it came time to process the patent for the process I decided not to. My vision is that through design the world will be saved, but it is my vision that if we are to save our future we must not let the ego and greed be the dam in the river. The history of the future will be told by the children of
those who cared for them more than they had for the status symbols they died in.

Our brands personality is defined by intension, inherently Pangea is a means to an end, constantly exploring the vast tributaries of consumption while learning to feed the river with less and not more. It is a facet of branding that is being seen more and more, its a conversation not only from the
creator, but the farmers and the consumers as well. This conversation is one that helps all parties involved in the experience to part of the problem as well as part of the solution. Empowermental consumerism. Though not yet a phrase or a word it is quickly be realized and developed by the market.
People want to know more about the brands that they chose to support, the strongest vote in the world is the one of the dollar spent.

In addition to the brown bottles keeping the integrity of the ingredients via not allowing the decomposition of the ingredients through the exposure of UV rays, but brown is also just plain sexy.