The introduction of mandatory Extended Producer Responsibility (EPR) in 2021 fundamentally reshaped the recycling industry landscape. Packaging producers are now no longer voluntary participants. They have become clients, able to choose which Producer Responsibility Organisation (PRO) to partner with. This created a competitive environment where our client needed to stand out as the leading PRO; signal credibility, stability and expertise; and appeal to both corporate decision-makers and broader stakeholders. We essentially needed to move the brand from functional to formidable.

Petco operates at the centre of a complex economic system. It connects Producers, Consumers, the Collection and Recycling Industry, and Government. We saw the opportunity to position Petco not as an environmental organisation championing recycling, but as a critical enabler of circular economy solutions.

View more work here