About the project

SoTerra used to be called Plaspro – a broker of plastic products. But with the help of Focus7, the company has been transformed as an ethically-responsible and trailblazing distributor, importer and exporter of innovative products that are making a real difference of supply chain sustainability.

The challenge

Plaspro had to confront the changing attitudes to plastics. Nothing but a radical transformation would do. The company name was becoming increasingly problematic, as were problems with lead generation and an underperforming website that was ranking poorly for relevant searches.

The solution

The strategic development began with an audit of the business and the team’s aspirations for growth. We identified a more efficient business model that wouldn’t abandon plastics expertise completely but would nestle it alongside more eco-friendly services such as water management. The next step was brand name generation – SoTerra means ‘earth saviour’ – complete with logo, brand guidelines and tone of voice. The brand purpose, to become the supply chain’s truly ethical and responsible distributor, was established.