Brand Identity - Redcycle (Unsolicited)

Allowing the individual consumer to recycle their soft plastic waste in Australia, REDcycle bins quickly became a staple in Australian supermarkets. As an environmentally conscious citizen, as soon as I heard about this recycling scheme, I began to search for where I could participate. I quickly found that REDcycle isn’t very visible to the average Joe, and chose to set myself an exercise to refresh the brand identity. The challenge was to make the visual identity of REDcycle reflect their positive environmental impact, and create visibility amongst consumers, targeting young families who have a direct influence on the future of soft plastics recycling.

After much experimentation and research, the answer became apparent: change the name. The name REDcycle creates negative environmental connotations by using the Australian general waste bin’s primary red colour, as well as using the word 'recycle’ in the name, which is a concept that consumers do not trust. The name Smaller footprints informs that the company’s goal is to reduce consumer’s carbon footprints, while also appealing to younger children, highlighting a secondary goal of childhood education.

With children in mind, the ladybug was chosen to symbolise the new brand identity. The metaphor of a ladybug allowed the visual identity to embody an idea: “little things make big things happen” (John Wooden), an idea Neil Armstrong highlighted when he first stepped onto the moon and said; “one small step for man, one giant leap for mankind”.  The logo took on this philosophy as it evolved, bringing in natural elements and colours that diversify the brand from its competitors, as well as highlighting the narrative behind it. This idea was taken even further in the deliverables, using miniaturized text and a magnifying glass to create a fun and playful way to embody the story of Smaller Footprints.