Loop, The Good Habit (Visual Identity)
Binge watchers, nail biters, nose pickers you’re all off the hook. Because as far as we’re concerned there’s only one bad habit that needs our attention. And that’s our trash habit. Since single-use packaging came into our lives we’ve all become addicts. Held in the convenience trap of using something once and then throwing it away. But in truth there is no ‘away’. There is only landfill or the ocean. Sadly, even recycling is unable to deal with this endless stream of trash. So what about a new habit that's as easy as throwaway but with none of the waste. Loop is just that: all the products we love and need, now in reusable packaging. Offering us a chance to leave our nasty disposable habit behind. And start a new one that does some real good.

We’ve created a new visual identity for Loop based on the Loop bag that helps understand the process of reusable packaging. This bag became the Mascotte of the brand. Unfortunately, the work never came out.

Credits
Agency: Wieden+Kennedy Amsterdam
Creative Director: Joe Burrin
Art Director: Riccardo Rachello
Copywriter: Andrew Duncan
Designer & Illustrator: Lucille Fenouil
Motion Designer: Lewis Beedham
Client: Loop
2020