A refresh for Germany’s largest reusable system

In 2016, Recup started as a pioneer for reusable take-away solutions. Today, they are the nationwide market leader and also serve as a key partner for cities and policymakers in matters related to sustainability in the take-away sector, promoting waste reduction.

The initial problem and motivator behind Recup: 13 billion single disposable packaging units are consumed and thrown away in Germany every year.

How do food and drinks to go work without any packaging waste?
Currently Recup and Rebowl have more than 21000 partners nationwide – from restaurants, bars, coffee shops, gas stations, canteens, etc. It works in 3 easy steps:

1. Order
Order a drink to-go or a take-away meal in a Recup or a Rebowl and deposit €1 or €5.

2. Enjoy
Enjoy your drink or your food to go – without any packaging waste.

3. Return
Return your borrowed Recups and REBOWLs at any partner location in Germany and get your deposit back.

The design challenge? The existing brand design no longer reflected all these aspects adequately – a refresh was needed to embody the company’s size, market leadership, and brand values effectively, while positioning Recup as a future-oriented player in the market.

Together with Recup’s brand and design team, we have defined the ingredients that are relevant for the visual realignment of the brand.

As a sustainable lifestyle brand, Recup is now portrayed with even more freshness and a warm, enjoyable colour palette, new fonts and design elements and fun new wordings – for example „No risk, just Pfand.“ meaning „No risk, just deposit.“ in german. “The way to go” as headline is also a nice hint pointing at the convenient to go solution.

The imagery becomes warmer and more inclusive. It now covers a broader range of what the brand stands for: sustainable indulgence for all coffee and food lovers.

We have translated the new corporate design to an exhibition booth, together with agency DFrost. It’s quite a showpiece: with a focus on using sustainable materials, strategic product placement, a barista, and fresh coffee.

Deliverables: new colours / fonts / design elements / imagery / wordings, printed marketing and sales materials, social media assets, brand manual, stationery, pitch presentation, impact report, pos package, exhibition stand, website