Dr. Jane Goodall founded the Jane Goodall Institute in 1977, to ensure that her vision and life’s work in protecting endangered species would continue, via the collective power of individual action in saving the world we all share. The Institute challenged Brand Squared Licensing to develop a new brand communication vehicle, a broader consumer base, and an incremental revenue stream to complement challenged individual donations and corporate endowments in the non-profit sector.

Rishi Tea collaborated with The Jane Goodall Institute to launch its new Chai into every Whole Foods Market throughout the United States.  As part of the new product introduction, Dr. Goodall hosted a press event at the Lincoln Park Zoo in Chicago, speaking about her life’s experiences and how ethically sourced consumer products align with her vision of preserving species and repairing the world.  Watch her presentation here: 


Brand Squared Licensing extended the Jane Goodall Institute into food, beverages, stationery, and apparel, all of which incorporate materials and ingredients that support global conservation. Additionally, Brand Squared Licensing created Janey Baby by Jane Goodall™, an infant décor and apparel program leveraging organic materials across product and packaging, and contributing to the Jane Goodall Institute with each consumer purchase.