Branding concept for a ecological loyalty scheme.

Turf was built around the concept that people would be rewarded with points for making 'greener' decisions online and offline.

Points would be received online in the form of a social networking site. Each individual would have their own homepage or 'turf' on the site where they can collect their points, view their points total and share how they are living more green. Individuals could also earn more points in the form of an online simulation game. Each 'turf' would have its own little town. By making small changes to the town's lifestyle, the individual is encouraged to make the town happier and thus make more points. Additionally, adjacent 'turftowns' interact with each other and individuals can help others to gain more points, raising their own point count in the process. Points could be exchanged for goods that would help consumers live more healthily, such as exercise equipment or adventure holidays.

There are several examples of how consumers could earn points offline too. One includes the option of a loyalty card. The individual would earn points by swiping this card when using public transport. A consumer could buy a bottle of water with the Turf logo on it and a reward code. They could receive points by typing in a code on the bottle.