Table of Contents

1. Why we do this at all
2. What a free branding project with us actually entails
3. Who can apply
4. What we expect in return
5. And what if you aren't chosen?
6. How the application process works

1. Why we’re doing this in the first place

At 2bu design , we call this ‘ambitious’ because standing still is simply not an option for us: we want to actively improve the world through giving and sharing. Behind this lies a second principle that is just as important to us: We prefer to work with brands that care about more than just profit – with conscious organisations that treat people, animals and our planet responsibly, and whose messages raise awareness and bring about lasting change.

In practical terms, this means that for this programme, we are looking for animal welfare organisations whose work moves us and which could make a greater impact with a clearer brand identity.

2. What a free branding project with us actually entails

Based on a joint briefing meeting , we’ll develop the sustainable branding for your organisation. You’ll receive our most comprehensive package. With the Package L , you’ll receive clear strategy guidelines and comprehensive design guidelines, enabling you to implement and manage all your touchpoints yourselves.

The strategy encompasses your brand essence, your positioning and your brand personas. The design guidelines contain the logo, the colour palette and typography, the visual language , as well as your own pictograms and illustrations. It also contains the brand system, which uses visualisations to show how your brand looks and feels.

The specific design of individual touchpoints – that is, ready-made social media templates, an innovative website or various print applications such as, for example, an appealing editorial design – are not included. You’ll receive the vital foundation upon which your organisation can build. If you already have strong branding and a sound strategy, we’d be happy to work with you to assess whether a social media project would be more beneficial.

3. Who can apply

How to tell if your project is suitable for this programme:

• Your organisation is involved in animal welfare; you rehome animals, look after strays, run a sanctuary or operate a wildlife rescue centre.
• You are funded primarily through government grants or donations rather than through traditional revenue streams.
• Your location is not important at this stage – we operate internationally, and applications from abroad are very much welcome.

We want to make a difference. So, the clearer your mission and the greater the impact you could achieve with a stronger brand, the more suited you are to this programme. But please don’t be put off: first come, first served…

4. What we expect in return

For us, a pro bono branding project is not a one-way street. We believe in collaboration as equals – especially when no fee is involved. Commitment isn’t born of an invoice, but of mutual respect; that’s why, as a matter of principle, we’d like to see:

• Getting to know each other openly right from the start – the foundation for everything that follows. It’s important to us that you’re just as keen on the project as we are.
• After that, it’s up to you to decide – whether you want to play an active part in the process or leave the rest entirely to us is entirely up to you. Either option is fine by us.
• Permission to publish – the project may be featured as a case study on our website, in our magazine and on our social media channels, as well as in adverts.*

As your project is completely free of charge, the following reference modules are also an integral part of the collaboration. In the case of a regular, paid project, these same modules would result in a discount of 40 % (see section 5 for more details):

• A testimonial with a quote and profile picture for us to use as we wish, e.g. on our website, on social media or in an advert.
• A social media post on your channels showcasing our joint project.
• A blog post on your website about the collaboration, shared on your channels.
• Our name as the creator or branding agency in the legal notice on your website, with a link to our website

In addition, we’re of course always delighted to receive a positive review on Google or Facebook, or to collaborate on a joint press release. Neither is compulsory, but both are a lovely gesture.

„When we take on a project, it’s not just about the organisation we’re supporting and the animals that will hopefully benefit from it. It’s also about 2bu design – about the work we’re able to put our heart and soul into, and about the attention that benefits both of us.“

Katrin Tindler-Kempen | Owner of 2bu design

* Only the first draft of the project page and the blog article may require prior approval at the client’s express request. Minor changes to images and text that do not alter the message do not require further approval but are carried out on the basis of trust. This does not apply to any posts on our channels or adverts in which no one is quoted or linked to, nor to new visualisations of the project.

5. What if you aren’t chosen?

We’re sure that enquiries will still come in even after the two free places have been allocated. That’s why every application that meets the specified criteria will receive a guaranteed discount of 20 % on our sustainable branding project – regardless of how many of the following reference modules you can provide. For each additional module, you’ll receive a 10 % discount on top, totalling up to a 60 % discount:

Our aim is to make a difference for animals, people and the environment – not just in animal welfare. So, are you not an animal welfare NGO, but rather involved in vegan hospitality, environmental protection, coaching or healthcare, or running a sustainable start-up? The same referral modules and discounts from the table above apply to you too – just without the guaranteed 20-% base rate, which applies specifically to animal welfare NGOs. You can find out more about the entire system in our article on Trust as a Business Strategy.

6. How the application process works

The first meeting is our usual coffee date so we can get to know each other. You can simply book it via our website on Calendly – for example, here below the article – and answer the questions about your organisation as thoroughly as possible. The aim is to allow us to prepare for the meeting in advance so that neither of us wastes any of our valuable time. This initial meeting often leads straight on to the briefing meeting, during which we work out together where your brand’s journey should take it – and whether both sides can actually meet the conditions set out.

Table of Contents

1. The background: Why referrals deserve more than just a thank you
2. The thought process: three approaches, three logics
3. What came of it: The referral programme
4. The result: support initiatives offering genuine value in return
5. What has become of it: the NGO support project
6. What we deliberately do not cover under – and why this is important
7. What we have learnt from this

The background: Why referrals deserve more than just a thank you

A brand rarely grows through advertising alone. It grows through people who stand for the same cause and raise each other’s profile. Anyone who champions sustainability, animal welfare or a more conscious economy rarely reaches their goal alone – but through a network of people and organisations who support one another, recommend one another and stand up for one another. We didn’t want to leave this very principle to chance, but rather to consciously incorporate it into the way we work.

When someone opens up their own network to us and takes a risk in doing so – after all, their own name is on the line – then that’s more than just a footnote. It is work, even if it doesn’t feel like it. And a reference is also work: investing time, having your photograph taken or being filmed, speaking openly about the collaboration. Work that raises our profile or leads to a genuine project should also be remunerated accordingly.

This line of thinking did not result in a single programme, but in three – because not every form of support is the same, and because we did not want to treat everything in the same way.

The thought process: three approaches, three logics

The more interesting question wasn’t „How do we say thank you?", but „What exactly are we thanking them for?" A direct referral leading to a signed project is quite different from an honest Google review. And an honest review is, in turn, quite different from the generosity of an NGO that dares to apply for a free project, even though the competition is fierce.

So we have developed three logical frameworks:

• Anyone who refers a specific project to us shares in the business risk – and that deserves a commission.
• Anyone who supports us at in other ways, such as by leaving a review or writing an article, deserves recognition in the form of a discount on their own collaboration with us.
• And because animal welfare is particularly close to our hearts, we carry out a complete branding project twice a year free of charge for a non-profit organisation working in the field of animal welfare.

Three programmes, one shared philosophy: anyone who places their trust in us or helps us raise our profile should actually benefit from it – not just receive a written thank-you.

What came of it: The referral programme

Anyone who introduces us to someone who is looking for exactly what we do, and where this contact leads to a genuine project, will receive 15 % commission on the value of the first project . The process is very simple: you make the introduction, the person books a coffee meeting with us, and once the contract is signed, you’ll receive your commission.

So: a recommendation, a project, a commission. What’s particularly important to us here is that we don’t want to build a system that feels like network marketing. It’s all about genuine recommendations – because we’re all working towards a common cause. And that’s not all. Perhaps your customers would also like to be confident that you’re working with brands and people who share the same values.

The result: support initiatives offering genuine value in return

Not every form of support can be translated into a commission. Some gestures are smaller, but just as valuable – a picture, a social media post, a blog article, a mention as the creator. To ensure that nobody has to calculate or negotiate here, there’s a simple rule: every action counts as 10 %.

A blog post only counts if it is also shared on social media – after all, the link should actually be visible, not just appear on your own website. The acknowledgement as the author is deliberately kept flexible and can appear wherever it makes sense in terms of content: in the website’s legal notice, on the call-to-action slide of a social media post, in the legal notice of an editorial project or in the margin of an event roll-up. A video testimonial is only possible from the second project onwards. A video like this thrives on genuine commitment – and you can only achieve that if you’re truly convinced by the collaboration.

What this might mean in practical terms: First project: Testimonial with image (10 %) plus social media post (10 %) plus blog article (10 %) plus credit as the creator (10 %) add up to a 40 % discount on the first project. Second project: If another project is added, the video testimonial is now also available. A reference with a photo, a social media post, a blog article, a mention as the creator and a video testimonial together add up to 50 % discount on the new project.

Recommendations and testimonials should always reflect the actual collaboration. We therefore never ask for a specific star rating or pre-written text – only for an honest, authentic opinion. Furthermore, we ask all project partners to comply with the respective guidelines of the platforms, particularly regarding the labelling of advertising or consideration.

For all our projects, a reference usage right applies. This means that – unless otherwise agreed in writing – we will publish the resulting work as references on our website and across our communication channels. As a token of our appreciation, we grant our clients the agreed rights of use at no additional cost. For us, this is part of a fair working relationship: good work should be put to use – by both parties.

"We wanted a system where nobody feels they have to do or sell anything – but one that simply recognises what happens anyway out of genuine conviction."
Katrin Tindler-Kempen | Owner of 2bu design

What has become of it: the NGO support project

Some impact cannot be measured in percentages. That is why, twice a year, we carry out a branding project entirely free of charge for a not-for-profit organisation working in the field of animal welfare. From the applications received, we select the non-profit organisation whose cause and impact move us the most. Of course, it also matters whether you get in touch right at the start of the year or after the other places have already been allocated.

What is particularly important to us is that the application process should have been worthwhile even for the non-profit organisations that were not selected. All NGOs not selected will receive, in addition to the same support measures as regular customers, a guaranteed additional discount of 20 % – regardless of how many reference modules they can provide. In total, this means that non-selected NGOs will receive a discount of up to 60 % on their first branding project.

We explain this in more detail, along with exactly how the application process works, in our article on free branding for animal welfare NGOs. Ultimately, it’s not about who wins, but about ensuring that as many principled non-profit organisations as possible can afford a strong brand.

What we deliberately do not cover under – and why this is important

Perhaps the point here isn’t so much about rewarding as much as possible, but about remaining honest. Likes, simple comments or small gestures on social media mean a great deal to us – they’re part of a vibrant community, and that’s exactly what we’re looking for. We’d also be delighted to receive a review on Google or Facebook as well as a press release . But we don’t pay for them.

Paid endorsements breach the platforms’ guidelines, and they would go against everything we stand for: honesty without marketing gimmicks. We still value a review, though – just not in terms of percentages.

The story behind the brand

The brand Innocent Drinks was founded in London in 1999. Three friends – Richard Reed, Jon Wright and Adam Balon – were selling fresh fruit smoothies at a music festival. Visitors were asked to decide whether the founders should quit their jobs and launch the business.

The vote was conducted using two bins:
„Yes“ or „No“.

The „Yes“ bucket was full.
The rest is brand history.

Innocent focussed on three things right from the start:

• simple ingredients

• Transparent communication

• a human brand voice

Today, the company sells millions of smoothies a year and is one of Europe’s best-known drinks brands. At the same time, its original ethos remains clear: to produce good products whilst acting responsibly.

Sustainability as part of the corporate strategy

Sustainability is a marketing issue for many brands. At Innocent, it is part of the business strategy.

For example, the brand is part of the B Corporation. Companies with this certification commit to adhering to social and environmental standards and having these regularly audited.

Innocent's key sustainability goals include

• Climate-neutral production

• Responsible sourcing of fruit

• More sustainable packaging

• long-term partnerships with farmers

One important project is the new production facility in Rotterdam, the so-called „Blender“. The plant was designed so that it can run entirely on renewable energy.

The aim: to produce drinks without unnecessarily increasing the ecological footprint.

Of course, critical thinking remains important here too. The production, transport and packaging of drinks always have an impact on the environment and resources. The question is therefore not: Is a company perfect?
But rather: Is it moving in the right direction?

Social commitment – the Innocent Foundation

As well as environmental projects, Innocent is heavily involved in social initiatives. A portion of the company’s profits goes to the Innocent Foundation.

This foundation supports projects worldwide that work against hunger and poverty – especially in regions where fruit is grown.

The foundation focuses on programmes that:

• Improving food security

• Promoting sustainable agriculture

• Strengthen local communities

To date, the organisation has invested millions in social projects. This approach demonstrates that: Corporate Social Responsibility can be more than just a public relations exercise if it is approached with a long-term perspective.

The role of humour and humanity in branding

Another reason for the success of Innocent Drinks is its unique brand voice.

While many food brands communicate in a sterile or functional way, Innocent focuses on humour. Small texts, puns and friendly comments can be found on the packaging.

These seemingly small details fulfil several functions:

• they make the brand approachable

• they increase recognisability

• they convey values without moralising

One example of this is the famous „Big Knit“ project. In this project, people knit little woollen hats for smoothie bottles. For every bottle sold with a hat, the company donates money to charities supporting older people.

What appears playful at first glance is actually clever community branding.

Why this brand works so well strategically

Innocent’s success is not down to the product alone. It lies in the clear brand strategy.

The brand combines several elements into a consistent identity:

• Simple, natural products

• Transparent communication

• Humour and personality

• Social responsibility

The logo with the little halo is a good symbol of this. It does not signify perfection, but rather an attitude: We try to do things better.

In line with this, the entrepreneur Richard Reed once said:

„If you try to build a business that is good for people and the planet, profit can follow.“

This view is also supported by research. Studies show that consumers trust brands more when they uphold clearly communicated values.

Oatly is not oat milk. Oatly is a statement.

Oatly doesn’t sell a product. Oatly sells a way of thinking.
And that’s not just marketing jargon, but a strategic decision.

Whilst many food brands rely on health claims, an aesthetic of perfection and watered-down sustainability promises, Oatly does something completely different:
the brand speaks. And it does so in a way that brands are not actually supposed to speak.

This is particularly evident in social media marketing. Here, we see how brand strategy is brought to life through language. Humour is not just a nice extra here, but a brand-defining element. Oatly uses language as a tool to break down barriers, capture attention and create cultural relevance.

Or to put it another way: Oatly doesn't want to please. Oatly wants to resonate.

Brand Strategy: The conscious decision in favour of the Challenger role

Every strong brand voice begins with a clear strategic stance. At Oatly, this is: We are the disruptors.

The brand strategy is based on a few basic assumptions that are implemented extremely consistently:

• The market is full of interchangeable messages
• People have had enough of slick brands
• Sustainability needs honesty, not a glossy façade

Oatly deliberately positions itself as a challenger brand. This means:

• Do not adapt, but question.
• Not to explain, but to comment.
• Don't try to convince, but allow discussion.

This strategy is directly reflected in the company’s social media marketing. Oatly does not communicate about the community, but with it. Comments are allowed to be critical. Campaigns are allowed to be controversial. Posts are allowed to be absurd.

The result: a brand with a distinct edge that doesn’t appeal to everyone – but remains relevant precisely for that reason.

Tone of Voice: Cheeky, self-deprecating, human – and maximally conscious

Oatly’s tone of voice comes across as spontaneous. But it isn’t.
It is highly strategic.

The language follows clear principles:

• Everyday language instead of marketing language
• Irony instead of instruction
• Personality instead of perfection

Oatly writes the way people think. Disorganised. Honest. Sometimes slightly annoyed. Sometimes overly reflective. Often with a humorous twist that breaks expectations.

Important: Humour is never just for entertainment. It is a signal.
It says: We don’t take ourselves more seriously than the cause.
And that is precisely what makes the brand credible.

In the context of social media, this language ensures high shareability, strong community engagement and brand recognition – even without a logo.

Humour as a brand tool – not as a gag

Many brands „use humour“. Oatly is humorous .
That’s a big difference.

Humour at Oatly fulfils several functions at the same time:

• It lowers the entry barrier to complex topics such as sustainability
• It makes attitude accessible without appearing moralistic
• It creates emotional closeness

The humour is often deliberately unwieldy. Texts are long. Statements seem almost too honest. Some messages read like internal thoughts made public by –.

That causes irritation.
And irritation attracts attention.

Humour is therefore not an end in itself, but part of the communicative brand architecture. It helps to ensure that Oatly is not only noticed, but also remembered.

Social media as an extension of the brand identity

Oatly does not use social media as a sales channel, but as a cultural platform.
Every post follows the same logic as the packaging, OOH or website:

• same language
• same attitude
• The same desire to break the rules

This also means:
No meaningless trend hashtags.
No copy-and-paste CTAs.
No empty sustainability claims.

Instead, content is created that feels like commentary on the zeitgeist. Social media becomes a stage for brand personality – not a discount wall.

For sustainable brands, this is a key insight:
Consistency trumps volume.
And stance trumps reach.

„Your brand is what people say about you when you're not in the room.“

Jeff Bezos | American entrepreneur and investor

Oatly takes great care to ensure what is said – through language, tone of voice and the courage to be uncomfortable.