Fieldline Refill (fictional) AUM concept study 2026

Saying only what you can support

A concept study on green marketing: turning a broad environmental promise into specific claims backed by evidence, across packaging, signage and social content.

Concept study. This is an original AUM exploration created to show our thinking. It is not client work, and the business named in it is fictional.

Concept artwork: a refill bottle label stating “Designed for 30 refills” with a link to the method, beside an in-store refill sign.

Context

This is an original AUM concept study, not client work. The scenario: a small household-cleaning brand runs a refill program and wants to talk about it without overstating its impact.

Challenge

Broad words such as “eco-friendly” or “green” are easy to print and hard to support. Customers and regulators increasingly expect environmental claims to be specific and backed by evidence.

Planning decision

Build a claims ladder before designing anything: list what the brand can support today, what it is working toward, and what it should not say. Only claims with evidence move into public material.

Creative idea

Each claim carries its evidence with it. Labels, signs and posts state a specific fact (for example, how many times a bottle is designed to be refilled) and point to a page that explains the method and its limits.

A claims ladder in three columns: Say it now (supported by evidence), Working toward (needs data) and Do not say (vague or unsupported), each with example statements. — The claims ladder decides what can appear in public material.

Outcome

Illustrative only. The study shows a responsible process for green marketing; it does not measure any environmental outcome.