Rubbermaid + TerraCycle
Rubbermaid® + TerraCycle®, a commitment to sustainability
Rubbermaid® has partnered with TerraCycle® to provide a recycling solution for well-used food storage containers. This campaign was created to bring awareness to consumers so that they can recycle plastic and glass food storage containers of any brand through this program.
This was the first Key Visual and campaign that the Design Center worked on, and I had the opportunity to individually lead this project. I wanted to bring new, modern visuals to the Rubbermaid brand that told a story. I created all of the key visuals and assets for the campaign and worked closely with our E-commerce team so they could bring it to life digitally.
TerraCycle Partnerships
Our team started with doing research on how other brands told their sustainability story with TerraCycle. Two brands that really stood out to me were Tweed & L’Ooctaine. They both created stunning visuals that seamlessly tied together on different platforms. They both are passionate about their mission and it’s shown through their visuals.
Concept One
I wanted to create a concept that fell within Rubbermaid’s existing visual brand language (VBL.) It was a safe concept, although it lacked the passion behind our mission we were looking for.
Concept Two
The second concept I wanted to break out of the existing Rubbermaid VBL. I added green to the color palette, paired a handwritten font with Rubbermaid’s traditional font and added in more detailed illustrations.
Concept Three—Chosen Concept
Through this concept, I wanted to totally break out of the existing VBL, and take a new approach. Through this concept, we shared our passion behind our work and told a story. The idea is that Rubbermaid is on a new path because they took this big step to partner with TerraCycle—and because of this new partnership Rubbermaid is working on creating a cleaner, more beautiful world. The color palette is almost entirely green and blue, which complements the pops of the Rubbermaid red. We also brought it a recycled texture to reiterate our sustainable journey.
Key Visual—Front + Back
Terracycle Displays
Terracycle Poster