We are in the midst of an invisible crisis: on and in nearly everything we buy are petrochemicals that can build up in our water and food supplies and our bodies. Consumers are becoming more savvy and demanding a better way. The scientists at Silk Inc. invented just that: pure silk protein, from natural silk cocoons, in liquid form. Silk, Inc. needed a brand that could help potential partners and the public understand and embrace this invisible technology’s potential —and ultimately, start a green chemistry movement.