Making packaging disappear. Conventional wisdom dictates that a brand should be defined by what it is, not what it isn't. But when what it isn't is one of the world's biggest problems - plastics - that's OK. (Particularly when what it is, is seaweed). From Skipping Rocks Lab start-up, Notpla is an edible, biodegradable material made from plants and seaweed. It can be used directly to replace plastic cups at sporting events, festivals and private parties, as well as sachets for condiments, and can be made into thin films or a coating for cardboard to create a wide range of products. We joined its design engineers and backers to create a name and brand that would leave people in no doubt about its potential value to the world.