[SYD21]




Key Dates

25 February - Launch Deadline
29 April - Standard Deadline
24 June - Late Deadline
9 September - Judging
16 September - Winners Announced
19 October - Awards Presentation

RecycleMe Brand Development [DRAFT]



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Project Overview

GLOBALLY, 16 BILLION TAKEAWAY CUPS END UP IN LANDFILL EACH YEAR.
RecycleMe is the convenient and reliable way to say no to landfill. RecycleMe is a recyclable takeaway packaging range that guarantees all cups and packs collected are recycled into paper products. In a market with pervasive greenwashing, they were in need of a consumer facing brand to engage and educate wholesale and retail consumers. Retaining their existing logo, we brought their brand to life via a new brand positioning, go-to-market messages and new engagement assets.

Project Commissioner

Detpak (Detmold Group)

Project Creator

Designer Rice

Team

Brent Rice – Creative Direction
Isabelle Robison – Design
Zoe Bartley – Account and Production Management
Magdalena Ksiezak – Paper-craft
Matt Willis – Video Production

Project Brief

A SUSTAINABLE PRODUCT WITHOUT A SUSTAINABLE IDENTITY.
Single-use packaging is a prominent global issue across government, waste and food service industries. Detpak’s RecycleMe range offers a closed loop solution that produces, collects and recycles its products into paper.
To grow their reach and increase market share in the lead up to the Government’s 2025 agenda on single use packaging, RecycleMe were looking to evolve their corporate brand to engage a wider audience. The brief was to retain the current logo and effectively position RecycleMe in the market, build a distinct brand style, key messages and assets that could be used across various channels to build awareness and drive more demand.

Project Innovation/Need

CUT THE RUBBISH. RECYLCEME.
The circular economy is defined by three basic principles: reduce, reuse and recycle. However, there is much confusion surrounding the terms recyclable, compostable and biodegradable, and takeaway packaging brands have traditionally played a limited role. Greenwashing is common and the true impact of most products on the market is minimal. RecycleMe provides the best and only recycling option for takeaway packaging. We combined custom paper-craft with simple messaging. ‘Cut the Rubbish’ became the unifying call to arms – to highlight their purpose whilst also putting a spotlight on the industry. This angsty tagline, engaging paper-craft, positive colour palette, compelling copy and insightful statistics combine to create an innovative, sustainably focused brand.

Design Challenge

A FUNCTIONAL PRODUCT RANGE CLOUDED BY CONFUSION.
In a market filled with greenwashing and confusing messaging, RecycleMe were not communicating their innovation and commitment to sustainability in an easily digestible way. We embarked on a development program that included research, strategy, ideation, copywriting and design to build a purposeful brand that helps businesses and their customers reduce their environmental impact without changing their habits. By offering an easy and real way to recycle takeaway cups and packaging, RecycleMe and their customers can reduce landfill, save trees and create a healthier world for the communities of today and tomorrow.

Future Impact

CUTTING THE RUBBISH ACROSS THE GLOBE.
The new brand has helped clarify their difference, unify stakeholders, align marketing efforts and make a huge impact – environmentally and commercially. Since launching the new brand, Recycle Me have expanded their footprint in Australia and New Zealand, securing new contracts with McDonalds, Hungry Jacks and the Department of Defence to supply (and recycle) all of their food packaging options. In NZ alone, 500,000+ RecycleMe cups having been successfully recycled under their program. RecycleMe is living up to its brand mission: To help reduce landfill, save trees and create a healthier world for future generations.




Projects that expand and grow the use of circular economy principles.
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