A groundbreaking open-source initiative to help consumers identify impact-driven products has successfully chosen its visual identity through a comprehensive public voting process. The "I Choose / I Act" (Je choisis / J'agis) campaign, designed to assist customers in identifying products with positive social and environmental impact across retail chains, received overwhelming public participation with over 1,400 votes to select three finalist logos and an additional 1,500 votes to choose the final design.
The winning design features a shopping basket with a subtle wink, which was overwhelmingly preferred by voters. The visual identity was created by the creative team at HighCo, who volunteered their services for this completely non-profit initiative. Other contributing organizations included New Business Chantrenne, Eric Delalande, and C'est qui le Patron, all of whom participated on a voluntary basis. The campaign organizer expressed deep gratitude for the enthusiasm surrounding this open-source project, emphasizing that it operates entirely without commercial interest.
The chosen visual identity is now available for free use by any retailer interested in implementing the system. Several stores have already expressed interest in utilizing the branding, and according to the initiative's leader, a major retail chain is preparing to launch something significant on a large scale in the near future. There are also hopes for a ministerial visit, depending on the political calendar, highlighting the potential governmental support for this consumer-focused initiative.
The next critical phase involves defining the scope of brands that qualify as "impact brands." The objective is to bring together Corporate Social Responsibility (CSR) representatives from retail chains through the French Commerce and Distribution Federation (FCD) to form an unquestionable college of experts. This group would have the authority to collectively determine whether specific brands align with impact-driven principles for society or the planet.
Public invitations have been extended to several notable figures to join this expert panel. The wish list includes Rémy Gérin, a professor at ESSEC who actively participates in responsible consumption debates; David Garbous, President of Collectif en Vérité who previously collaborated on the Origin'Info project; and industry colleagues Yves Puget, head of LSA, and Agathe Lejeune, editor-in-chief of Linéaires. The initiative aims to transcend traditional industry divisions by bringing together these respected voices in the field.
Regarding the FCD's involvement, its president, Alexandre Bompard, has been made aware of and is receptive to the initiative. However, implementation awaits the institution's new governance structure. In the meantime, individual stores are being entrusted to serve as filters for selecting appropriate impact brands, with guidance to be fair and use common sense in their selection process.
For retailers interested in implementing the visual identity, graphic elements are available upon request via email to the campaign organizer, who has committed to personally visit and showcase implementations whenever possible. This hands-on approach demonstrates the genuine commitment behind the initiative, with promises of actual site visits rather than empty commitments. The open-source nature of the project ensures that any interested party can access and utilize the branding materials to promote impact-driven products in their retail environment.
