A Good Choice

A world free from harmful plastic

A Good Choice from Hönö outside Gothenburg is an interesting upstart with a great idea. To offer renewable and biodegradable bioplastics that can be used in the plastics industry, the textile industry, and on artificial turfs.

2028 New World Agency was commissioned to develop a brand platform, a new website, and to create communication that can support sales.

Switch – The energy of ideas

The fact that the world has a plastic problem shouldn’t have escaped anyone. In the Pacific Ocean, there’s plastic debris floating on an area the size of a smaller continent. Microscopic plastic particles, so-called microplastics, can be found everywhere, even in the placentas of unborn babies. But putting a stop to using plastic is difficult, precisely because plastic is so useful, easy to shape and adapt for a variety of uses.

A great idea born on a small island

When Mikael Lagerlund from Hönö set out to produce environmentally friendly electrical luminaires, he became aware of how it was almost impossible to obtain “environmentally friendly” plastic. Where others would have seen a problem, as an entrepreneur he saw an opportunity. He established contacts with prominent polymer chemists and laid the foundation for a new company – A Good Choice.

By offering bioplastics that are biodegradable, compostable, and microplastic-free, the company wants to give all manufacturers a chance to make a better choice. A Good Choice today offers several different bioplastic raw materials for injection molding, extrusion, and spinning wire – as well as biodegradable infill for artificial turfs.

Fair play on fair fields

In the autumn of 2021, the first proof-of-concept artificial turf was laid on a football field in Kortedala in collaboration with the City of Gothenburg. A Good Choice is now in a very interesting position. In the coming years, as many as 1,200 artificial turfs need to be improved – in Sweden alone.

Brand platform

In collaboration with A Good Choice, 2028 New World Agency has developed a complete brand platform – both visually and message-wise. We have also developed a new and flexible website with built-in smartness for growth opportunities. And of course, we have helped develop the company’s tagline. So naturally, we are proud and happy to be involved and to help A Good Choice in their important work of – Changing plastic. For good.

Want to see more from A Goo Choice? Click here to visit their website. 

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Marcus Sjölin

Marcus Sjölin
Opportunity &
Growth Officer

Ingrid Kraappa

Ingrid Kraapa
Operations &
Digital Solutions