Supertrash is a family-run New Zealand-based refuse collection service that helps to divert waste from landfill by employing circular solutions; these are typically recycling, reusing or repurposing. Although small, they have big ambitions and are innovative and disruptive in their approach and ideology. Since 2012 Supertrash has diverted almost six million kg of waste away from landfill. It is a challenge posed to – and question asked of – the incentives corporate firms that have built their revenue streams largely around burying rubbish.
Built around the strategic positioning statement (and visible strapline) “Turning trash around”, design studio Seachange developed a visual identity around the youthful, innovative and energetic disruption of what they describe as a tired and disingenuous industry.
This is achieved through a striking palette of white, fluorescent pink and black, the tall condensed letters of Commercial Type’s Druk, an explosive graphic device and spherical spinning logo. These are applied across and link tote bags, lorry livery, business cards, mailers and website. Druk is supported by Graphik, another typeface family from the Commercial Type collection.