During my tenure as consulting Creative Director at rePurpose Global, my first order of business was rebranding the very young company with a small but quickly growing team whose average age was 24.

We began with the core identity, which originally had a sense of childlike whimsy that worked for a scruffy, early-stage startup in sustainability. But as the brand began to grow and establish itself as a leader in the industry, the brand identity needed to reflect that growth too.

The Challenge

Their logo forms an integral part of their identity, not just for the usual reasons, but because there is an ecosystem of certifications that are built around that core identity.

That ecosystem was also the reason we couldn't be too radical with our redesign, because the rePurpose certification was already on millions of client packages around the world.

The Core Identity

Since the "sunrise icon" was integral to the identity, we decided to focus on the logotype and colour palette.

Typography Refresh

We began by choosing two new brand fonts — Poppins, and Karla.

Poppins also became a great foundation for the new logotype, but it seemed a little too cold in its original form. So we got to work tweaking it, fixing kerning and the shapes of the letters in the logotype, "softening" the type as we went.

Certification Ecosystem

The refreshed identity was the perfect confluence of maturity, formidability, and warmth. And it extended beautifully to the broader ecosystem of brand certifications.

Best of all, clients adored the new and improved seals of impact on their products, and these certifications became one of the key selling points putting rePurpose head and shoulders above the competition.