PLASTIC FREE PLACES
brand strategy.
visual identity.
illustration.
Plastic Free Places, run by the Boomerang Alliance, are the peak not-for-profit organisation working on waste minimisation in Australia. Working directly with food retailers, events, markets and other organisations to reduce single-use plastic packaging, and to empower the community to make lasting changes towards a circular economy.
Initially trialed within a single council, the program quickly grew nationwide. However, with rapid growth and each project operating independently, maintaining a consistent brand identity became challenging, creating obstacles in attracting new clients.
Insights.
Through in-depth strategy workshops, analysis and interview sessions, gaps were identified in brand awareness, consistency and recognition.
Despite being backed by Boomerang Alliance — a large and respected organisation — and the strength of a national program network, the fragmented visual identity of each program created the perception of small-scale community initiatives, overshadowing their extensive expertise, knowledge, and capabilities.
The approach.
To give consistency across all the programs and build brand reputation and recognition, the approach was taken for the visual identity to adopt a branded house structure – nesting the programs within the Boomerang Alliance logo.
Small adjustments were made to the brandmark to pay more respect to the indigenous culture and better represent the concept of a circular economy. Typographic changes were also made to better adapt the program and state names.
Old brand structure.
New brand structure.
Expressing the newly defined brand values & personality, the identity system embraces a bold minimalist style. Expressing knowledge and expertise through large, strong typography, balanced with playful yet true to form illustrations that are both informative and reflective of the brands collaborative, friendly culture.
