ReCo Refill: branding, packaging & e-commerce website

We conducted extensive audience research, including a 60-day user trial and social media feedback before launch. Our research spanned demographics, behaviours, and attitudes across Sydney, allowing us to capture insights from a wide age range, all genders and diverse areas.

Over the three-year operation, we continually refined audience personas based on long-term observations, purchase patterns and user retention to fine-tune our business and marketing strategies.

Our strategy was grounded in authenticity and community. We positioned ourselves as two local co-founders, striving to empower our community to act together. By putting ourselves at the forefront, we fostered a direct connection with our customers.

Our brand design is stylish and forward-looking, but it’s also approachable and recognisable to build an instant connection with the audience.

With sustainability at the core, we kept all messaging simple, minimal, and to the point, creating a sense of pride and exclusivity for customers, who felt they were part of meaningful action.

Our visual identity emphasised simplicity and elegance, aligning with the values of eco-conscious customers. Being aware of greenwashing, we focused on creating a real brand—authentic, collaborative, transparent, created for the people and the greater good.

This ethos extended to our visual elements, including photography in natural light, showcasing products as they are without embellishment, and reinforcing a message of effortless sustainability.

The reusable amber glass jars were designed with an upscale aesthetic, appealing to our audience in Sydney’s affluent suburbs. Stylish and functional, the jars became a point of pride for customers, who proudly displayed them at home, making our packaging design a subtle yet powerful brand ambassador.

Our website strategy balanced two key components: storytelling and e-commerce. Storytelling was essential to communicate our mission, demonstrate our refill process, and inspire community involvement.

The e-commerce aspect focused on a seamless shopping experience, guiding users through ordering, refilling, and redeeming rewards. The site was crafted to be straightforward and engaging, making it easy for customers to understand the process, make purchases, and return for refills.

We developed a fast, responsive website with storytelling on Webflow and a custom Shopify 2.0 e-commerce platform. Both were optimized for accessibility and high performance, scoring well on Google Lighthouse tests and meeting accessibility standards. The result was a streamlined online journey that enhanced user experience and reinforced ReCo Refill’s brand values.