“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.
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.
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:
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.