Pax enabled brands to integrate bite-sized habitat protection into their products, preserving 5m² of wild land with each piece.
With unique, traceable Pax Codes, customers could zoom out, see their plot from outer space, and proudly show off their personal piece of nature.
Yes, you guessed it, Pax set out to save the world. We didn’t save all of it, but we did manage to protect a few square meters along the way.
It was 2010, and the world wasn’t quite ready for an impact startup before the term even existed. People expected planet-saving to come from NGOs, not playful brands embedding habitat protection into everyday products. But we pushed forward anyway, teaming up with brilliant biologists, curious brands, and creative minds who saw what Pax could be.
And for those who remember, Pax actually started life as Junglepax, a bubble-gum-inspired world where habitat protection came wrapped in wild characters and bright colors. But that’s a story for another day.
Founder
“500 ants, 10 flowers, 5 spiders and 2 butterflies call each protected section of rainforest home, not to mention birds, trees, endangered frogs or maybe even a jaguar! Now that’s something to feel good about!”
- Jay Minter
“Hundreds of thousands of tropical species thank you.”
- Dr Daniel Janzen