Good Cycle was established in 2017 as a pioneer in China environmental protection industry, aiming to achieve “zero plastic pollution.” The company is dedicated to helping businesses provide better product solutions, thereby promoting a circular economy and making “plastic neutrality” effortless. Through a full supply chain of “recycling-traceability-research and development,” the company transforms waste into high-quality products with a sense of design. As one of the pioneers of the environmental materials revolution, Good Cycle has decided to create a new brand image to resonate with companies and consumers who share the same vision. The brand identity project aims to fully communicate the brand’s subtle yet profound cultural spirit in the environmental field. Through the recycled material labeling system, the brand seeks to establish a high-quality image in B2B services while fostering consumer recognition of its environmental expertise and high-quality products.

Through in-depth interviews and co-creation sessions, we can collaboratively bring the founding team’s vision to life through design. The brand identity design must fully reflect the “Good” and “Mutually Beneficial” environmental philosophy while adhering to the value of “subtle yet profound.” By employing a clean, vibrant visual identity, we aim to influence both clients and consumers through the brand identity, promoting sustainable production practices. Therefore, we have extended the core symbol and logo design language to all recycled material labels, ensuring a consistent and high-quality brand image with various brand clients.

In terms of the visual expression of the logo, the symbol’s outline embodies multiple meanings. The rounded shape reflects the meaning of “润” (Rùn), and is inspired by the top view of a PET plastic bottle, paying homage to the brand’s origin. Additionally, the outline forms a recycling arrow while also shaping the initial “G” of “Good.” When the brand abbreviation “GC” is used as a variant, the symbol cleverly forms the character “回” (recycle). Finally, this outline has been systematically extended to the information design of recycled material icons, ensuring that even without text and symbol logos, the audience can still effectively recognize the Good Cycle brand.