Repurpose Refreshes The Branding For Their Compostable Tableware
by Rudy Sanchez on 01/07/2020 | 3 Minute Read
Since 2012, Repurpose has been giving consumers a sustainable alternative for those occasions when reusable plates, forks, cups, bowls, and other food dishes and utensils aren’t ideal—no one wants to do dishes after an all-family reunion cookout with triple-digit attendees.
Repurpose was an outlier in the disposable tableware market, as they were one of the first companies to offer compostable serveware made out of corn PLA at retail, and while compostable items such as cups existed, you would usually find them at large-scale operators like stadiums.
Today, consumers are much more aware of the need to reduce their use of single-use plastic, and they are proactively seeking out more eco-friendly alternatives. The changes in the compostable market prompted Repurpose to refresh their brand and visual identity, bringing it in line with the new landscape in sustainable single-use tableware, and that's why they enlisted Peck Design Associates.
“When Repurpose launched seven years ago, we had to tell people the story of plants and compostable, so our branding was very earnest and straight forward,” says Corey Scholibo, Co-founder and Chief Marketing Officer of Repurpose. “Consumer awareness is so much higher, and we have created the market, so much so, that store brands have gotten into the category." They felt that the first iteration of their packaging was green, and would very much fit in with similar eco-friendly products. But the shelf was evolving, and they didn't want their packaging to be earnest as it was—they wanted to have a little more fun with it.
“The goal was to bring the personality and the brand of the company to the forefront for consumers,” he adds. “We are activists trying to save the planet, but we do it with design, innovation, and humor. We wanted consumers to understand the point of view that doing what is right for the environment can also be easy and enjoyable. For retailers, we wanted to bring all the color, personality, and fun that you see in the salty snack or beverage aisles to the tableware category. Just as we disrupted this category with products seven years ago, now we will do it again with branding and design."
The previous logo made it clear that Repurpose was a green product, whereas the new iteration is much more abstract. The fine lines and light greens against a white background give way to a contemporary color palette, trading in white for a mellow blue, and while the green remains, it is now a refreshing shade of mint. They also added whimsical copy on the packaging—for the 6- inch plates, it says, “Toss the plate, not the planet." The messaging remains eco-first without turning to an assortment of tired tropes. Less preachy and more playful.
"The updated logomark creates a direct correlation between our products and their origins as plants, while the bright colors and minimalist aesthetic reinforce the brand message of light impact,” says Corey.
Whereas the previous visual identity focused on distinguishing Repurpose as a compostable product that’s a more environmentally-friendly option, the new look makes the product more approachable and casual.
“Finding the balance between educating and engaging the consumer, quickly, drove the design," says Benji Peck, Founder and Creative Director of Peck Design Associates. "Introducing tone in a very prominent way to the packaging allowed us to communicate the personality of the brand."
The new, more casual, and friendlier identity doesn’t mean Repurpose has wavered from their sustainability goals—the mission remains the same, as evidenced in the design brief to Peck, as they made sure to include one golden chestnut.
“Every piece of plastic ever created is still on earth.”
“That one statement changed everything for me,” Benji says. “It’s something that I probably knew, but had never considered. It was a realization for me that the issues Repurpose was tackling were not simply product related. They were about opening people’s eyes to the impact every small decision we make on Earth."