Naming
To start a recycling revolution, first, you need to name it​
This was the world's first-ever, money-back recycling platform for takeaway containers from restaurants.
We were challenged in coming up with a name that could be used across all brands, partners, was easily recognizable, stood out on its own no matter what colors or branding a restaurant would have, and most importantly, we wanted to be habit-forming.
The solution, & REPEAT.
Just Eat, & REPEAT. It becomes part of your day-to-day routine. It is a positive sign-off to any partner brand and makes it seem extremely easy to do some good, and get a little $$$ back while you are at it.
Brand Look & Voice
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We wanted to create a world that was soft, positive, had some spunky character, but wasn't too overpowering so to respect all partner brands. The colors and textures are light-hearted with a bit of warmth and the main background color that ties back to a recycled paper feel. The brand voice is also fun and positively aggressive, pushing people to join this nothing but good recycling revolution. We alternate the highlight colors seen here depending on the partner brand.
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Along with the colors, we wanted to create a world that was lighthearted and fun by creating a set of shapes, reminiscent of all the different takeaway food packages. We use this pattern throughout all of our marketing materials.
Marketing Material​
We needed to create communication materials that worked at the correct touchpoints, both physically and digitally. We also needed to take a very complex circular recycling solution and boil it down to a very easy-to-understand and not overwhelming to participate approach with both the steps and the icons.
1. Scan 2. Sort 3. Recycle.
Launch Activations​
One of the best ways to get people on board is by letting them have an experience.
When launching &REPEAT in Stockholm, we kicked it off with free cups of coffee to warm people up on a cold day. The catch, you had to quickly signup to. &REPEAT, and then simply:
1. Scan 2. Sort 3. Recycle.
This was direct proof of how simple it is for customers to sign up, do some good and save some $$$.
Social Media​
When launching the brand we had full control over all the social media marketing materials. This was managing the content creation, writing, art direction, and animation. The main areas of concentration were Instagram for users and new followers and LinkedIn, with the main purpose in attracting new partners for business growth opportunities.
The Results​
When helping &REPEAT launch their revolutionary business, the main goal was to have a rapid partnership growth with restaurants which is the easiest way to attract and onboard potential users. When starting the process we had three restaurants that wanted to be a part of the launch. Currently and in less than one year, &REPEAT has 23 partner restaurants and is currently working on launching in the US and globally.
Join the circular recycling revolution here: