All
Brand
Future
Place

Refilled

“Push for extraordinary”

On average, Australians use 130kg of plastic per person, per year. Less than 12% of this gets properly recycled, meaning there is still 88% of our plastic waste going straight to landfill. Contributing the most to this, worldwide, are beverage companies Coca Cola and PepsiCo. Removing the clear pain point - plastic - is a starkly needed factor to lessen our increasing impact on the environment. 

Refilled delivers a simple, sustainable solution. 

Refilled is an eco-tech company providing a sustainable solution for beverage brands, organisations and consumers to go plastic-free. Their brand vision is to deliver an eco-tech service that allows individuals to tackle climate action on their own accord. They provide a service offering that puts the solution to plastic consumption in our very own hands and creates a tangible, trackable way to mitigate climate change on a personal, industrial and global level.

However, their branding was inconsistent with this core purpose. With a wide reaching colour palette, busy iconography and generationally-exclusive language, their existing branding did not communicate their mission, was too confusing and disadvantageous for their desired corporate trajectory. 

Sectors

Strategy / Branding
Environment / Sustainability
Business Transformation
Education / Health
Government / Corporate
Retail / Fitness
Technology / Finance
Environment / Sustainability
Not-for-Profit / Community
Lifestyle / Luxury
Place / Property

Services Completed

CSR / ESG
Web Design
Brand Guidelines
Editorial Design
Brand Architecture
Business Transformation
Advocacy / Engagement
UI / UX / CX
Place / Environments
Strategy / Branding
Scroll down
Refilled
Refilled
Refilled
Refilled
Refilled
Refilled

Challenge

The immediate purpose of evolving Refilled as a more robust brand was to uplift the overall business understanding and perception of its sustainable actions, reflecting its unique environmental offering that is reinventing the beverage industry. 

TOAST was engaged to strategise the brand transformation for the overall Refilled brand, elevating their image and communication style in order to prepare for its break away from the generation z/university market and expand into the startup, SMEs & corporate world. 

Our team approached this project with the ultimate brand and business objectives of positively articulating the Refilled company to its diverse markets with clear, engaging and outcome-driven messaging. Through a concise brand narrative, we needed to develop a positive reputation, a sense of pride and attract great B2B & B2C clients, helping SMEs and mid-size companies in showcasing their commitment for a better Australia and environment, stimulating the adoption of plastic-free alternatives and to develop a product offering applicable to a wide range of businesses.

Our Solution

Refilled sends a message of action toward climate change, allows users to track the very impact they are making, and creates a lifestyle around ‘doing good’ for the world. It provides a tangible way for people to bring climate action into their own hands - turning an everyday act into an act of climate action. 

Through a considered strategic process of stakeholder interviews, an interactive brand workshop and thorough industry analysis, our team gained crucial insights which served as a valuable strategic direction for the future Refilled brand identity. Assessing other ‘change making’ brands highlighted that creating a lifestyle and promoting a clear set of values around the brand was key to consumer intrigue and engagement, awareness raising and to forge a community movement.

This insight supported Refilled’s DNA as ‘the facilitator to do good’. We identified the business opportunity for Refilled as to unify people on a positive journey of plastic reduction, providing a platform to contribute to a global plastic reduction movement. We were redirecting Refilled from being viewed as merely a convenient service, to being recognised as an added value to people’s lives. 

As a ‘facilitator’, Refilled supports and enables:

  • the reduction of individual plastic consumption
  • corporate companies’ CO2 reduction goals
  • a desirable sustainable lifestyle
  • the mitigation of plastic pollution in our local & global environment

In doing this, Refilled transforms the ordinary into the extraordinary. An ordinary act of drinking water becomes something extraordinary by reducing the plastic waste involved. The Refilled dispenser empowers users to change the world by reducing the waste created by plastic bottles. By choosing to drink Refilled, we are pushing for a better future. Together.

This direction thus formed the tagline and business direction of ‘Push for Extraordinary,’ ‘Choose. Drink. Refill,’ promoting a cycle where every time a user chooses to drink Refilled, they are pushing for something extraordinary - a cleaner planet.

Our brand narrative promotes an attainable, sustainable lifestyle and creates a community of like-minded consumers. This vision is translated in the brand’s visual identity; the bright & fresh appeal of the creative assets embodying the eco-conscious core of the brand. We created a natural, clean colour palette with marine hues of aqua and navy, paired with custom clean-lined, contemporary iconography and graphic assets highlighting the bespoke water droplet of the logotype. 

This sophisticated and streamlined brand identity positions Refilled as a leader in the industry, preparing it for launch in the corporate world. By simplifying the brand assets, reducing the colour palette and championing its core message of plastic reduction, our brand narrative and strategic visual identity creates an admirable and approachable sustainable lifestyle and showcases its commitment to a better Australia, and globe. Additionally, the clean, elegant design supports the key goal of developing a product offering applicable to a wide range of industries.

Refilled
Refilled
Refilled
Refilled
Refilled
Refilled
Refilled
Refilled
Refilled
Refilled
Refilled
RefilledRefilled
Refilled
Refilled
Refilled
Refilled
Refilled
RefilledRefilled
Place
Brand
Future
Versatile
8/5/2024 11:49 AM
Brand
Rethink Group
5/22/2024 6:38 AM
Brand
Fairview
5/6/2024 3:02 AM
Brand
Governing Principles
4/23/2024 12:43 PM
Brand
Highland
4/22/2024 8:23 AM
Brand
Cozzcorp Group / Uplifte
4/22/2024 7:29 AM
Brand
Luyu
4/22/2024 3:09 AM
Brand
So Shall We
1/11/2024 7:18 AM
Brand
Coore
9/29/2023 1:47 PM
Brand
Bowerbird
8/30/2023 4:26 AM
Brand
Cozzcorp Group / Inovi
3/16/2023 9:20 AM
Brand
My Vet
11/7/2022 7:37 PM
Brand
Applaws
10/25/2022 6:25 AM
Brand
Kela X
10/13/2022 3:40 AM
Brand
Bondi Chic
10/13/2022 2:38 AM
Brand
Altis
7/25/2022 6:54 AM
Brand
TOAST
7/8/2022 7:20 AM
Brand
The Good Sort
5/24/2022 9:21 AM
Brand
Space Logic
5/24/2022 7:32 AM
Brand
Xavier Knight
4/25/2022 4:29 AM
Brand
Healthy Habits
4/22/2022 3:43 AM
Brand
Highland
4/21/2022 5:24 AM
Brand
Sammut Group
4/21/2022 4:42 AM
Brand
LJ Hooker
12/15/2021 4:11 PM
Brand
Allcastle Homes
12/15/2021 1:35 PM
Brand
Today Fitness
11/23/2021 7:08 PM
Brand
Luxcon
10/6/2021 1:44 AM
Brand
Cabcharge
10/6/2021 1:43 AM
Brand
Fone King
10/6/2021 1:42 AM
Brand
City of Ryde
10/6/2021 1:38 AM
Brand
Black Dog Institute
10/6/2021 1:38 AM
Brand
Zipmex
10/6/2021 1:36 AM
Brand
Iphub
10/6/2021 1:32 AM
Brand
Place
Brand
Future
Sekisui House / Willow
7/23/2024 10:11 PM
Place
Pembroke
6/10/2024 8:19 AM
Place
Sammut Group
5/21/2024 5:30 AM
Place
Uplifte / The Colliery
4/5/2024 3:52 AM
Place
Zama
2/28/2024 4:00 AM
Place
Sammut Group / Collection
12/8/2023 9:34 AM
Place
Calico Marina
4/5/2023 8:21 AM
Place
DWS / 120 Edward St
3/30/2023 5:36 AM
Place
Sammut Group / Vue
11/9/2022 11:01 PM
Place
Luxcon / Escape
10/14/2022 9:06 AM
Place
Luxcon / Bohemian
10/14/2022 12:08 AM
Place
Sekisui House
8/12/2022 7:45 AM
Place
Sekisui House
8/12/2022 6:16 AM
Place
DWS / 180 Queen St
7/25/2022 9:04 AM
Place
LAPropertyCo. / Escarp
5/25/2022 5:35 PM
Place
Muse
4/22/2022 1:04 AM
Place
BridgeLane
4/22/2022 12:40 AM
Place
Sekisui House
4/21/2022 8:57 AM
Place
Trinity Point
11/23/2021 6:03 PM
Place
Aqualand / The Revy
11/12/2021 5:56 PM
Place
LAPropertyCo. / Amaroo
11/12/2021 5:53 PM
Place
Sekisui House
11/12/2021 5:38 PM
Place
Fitness Playground
10/14/2021 5:52 PM
Place
LAPropertyCo. / The Postern
10/6/2021 1:42 AM
Place
Sammut Group / Coast
10/6/2021 1:41 AM
Place
Anglicare
10/6/2021 1:40 AM
Place
ONE O ONE
10/6/2021 1:39 AM
Place
Sekisui House / The Orchards
10/6/2021 1:34 AM
Place
Place
Brand
Future
Stone & Chalk
4/26/2024 7:31 AM
Future
Governing Principles
4/24/2024 10:29 AM
Future
WWF Australia
4/23/2024 1:13 PM
Future
NSW Department of Communities and Justice
4/17/2024 6:15 AM
Future
INOVI®
4/15/2024 2:58 AM
Future
Neura
4/11/2024 11:06 PM
Future
Sydney Climate Action Week
3/26/2024 1:44 AM
Future
WWF International & EPSON
3/21/2024 8:24 PM
Future
WWF International
3/7/2024 6:38 AM
Future
Mezfi
1/11/2024 9:33 AM
Future
Refilled
2/24/2023 7:42 AM
Future
NCCRED PRN
2/22/2023 12:48 PM
Future
Investible
2/22/2023 7:42 AM
Future
The Polyglot Group
10/12/2022 3:08 AM
Future
Aurelia
5/24/2022 8:06 AM
Future
NSW Department of Justice
4/22/2022 1:53 AM
Future
WWF Australia
4/21/2022 2:28 AM
Future
The Salvation Army
4/21/2022 12:46 AM
Future
NSW Govt, WWF, Lendlease & Presync
12/14/2021 6:51 PM
Future
Grey Matter
10/6/2021 1:45 AM
Future
WWF Australia
10/6/2021 1:35 AM
Future
Agresso
10/6/2021 1:33 AM
Future
2/24/2023 7:42 AM