HoldOn is a brand on a mission to bring people together to make changes through small, everyday actions that have a big impact on our planet. It’s a brand with a strong voice that needs to be heard.

The trash bag category is old, tired, and expected. The cliched category codes are strictly followed with people shopping in autopilot mode. Let’s be honest, who’s thinking very hard about the refuse bags they buy?

And there lies the biggest challenge. People should absolutely be thinking about the refuse bags they buy! The design needs to jump out from the category to grab people’s attention as something different to the establishment. The challenge comes in balancing this impact with the need to reassure people that the product is strong enough for the job. So many of the ‘green’ alternatives just fall apart as soon as they are faced with the reality of a kitchen trash can.

This isn’t a niche product for a niche audience. We want and need this to be in every home to make the impact it has the potential to make. Therefore, the design had to feel different enough to get people to consider changing their buying behaviour, but reassuringly ‘mass’ enough for them to actually purchase.

How do you create a brand that balances cutting edge eco-credentials with the comforting reassurance of the traditional big players?

We created ownable and meaningful brand assets that are delivered with bold simplicity. These solve the challenge by bringing the brand to the fore with the strength to reassure.

As ever a huge thank you to the wider team for bringing this one to life with us in the real world.