ReNew.

The brief

Make recycling used products feel simple, and worth doing.

ReNew is Kimberly-Clark Professional’s service for taking used products and giving them another life. The proposition is strong, but circularity is a category where language runs ahead of proof, and where the buyer is a procurement team as often as a sustainability lead.

The identity had to carry a sustainability promise credibly, without the softness and vagueness that makes people stop believing it.

What I directed

A system built around one idea: used becomes new.

The arrow. A proprietary device built into the bowl of the R, turning at a consistent angle to signal the move from used to new. It works as a logo element, as a large graphic and as a small call-to-action marker.

A palette from the material world. Deep hunter green, a vibrant sustainability green, navy and a lilac accent, confident rather than pastel, so the brand reads as a business service and not a campaign.

A verbal identity with discipline. Knowledgeable, caring and reassuring, written to three principles: be humble but aspirational; inform but don’t overcomplicate; make it incredible, but doable.

Guidelines a global network can run. Logo, colour, typography, iconography, art direction, layout and applications, documented so markets can use the system without it drifting.

Credits