Repak is a not for profit company set up by Irish business and owned by its members. Their mission is to deliver the best environmentally sustainable packaging recovery scheme for Ireland. Creative Inc was engaged in 2014 to conduct a strategic review of the brand to include a new visual identity and brand activation across all collateral including print, digital and environment.
The works involved initial stakeholder discussions with senior executives in Repak. These discussions facilitated important decisions around the brand structure, its relationship with Europe, how the brand is used by members and service providers in Ireland (co-branding), positioning, tone and a creative brief for the visualisation of a new identity.
It was identified there was a lot of confusion with the existing identity and messaging, particularly with regards to what the remit of Repak was, as well as what the Green Dot symbolised. Repak’s positioning was unclear, and in particular that it was a member’s funded organisation which helps Ireland Inc achieve its packaging recycling obligations, as opposed to a service provider. The identity was tired and dated and did not reflect a dynamic organisation that has helped Ireland to become 2nd in Europe in terms of recycling.
A new identity was created that reflects a vibrant organisation with a real sense of purpose, clear in its relationship with members and use of the Green Dot symbol. At the heart of the new messaging are members, reflected through a tone of voice which uses language like “Collectively”, “Together”, “Our”.
The use of the Chevron in the logo hints at the dimensions of a box and also the shape of an arrow, representing progress and purpose. The new look is confident and strong, yet approachable in tone. The use of bright colours suggests the future is bright.
The works included brand activation across all print, digital and environment, through-out 2014 and 2015. The first major milestone was the launch of the new identity to members at their annual awards in October 2014 and design of all associated collateral including their annual report. Through-out 2015 we worked on the design and production of their merchandising and print, design of their new website and branding of their interiors and offices including all signage and way-finding.