Great Wrap
A Friend of Mine• Date added
• Date added
Great Wrap is an Australian company that produces cling wrap from food waste and compostable biopolymers, with a mission to promote sustainability and end reliance on petroleum-based plastics.
Melbourne-based design studio A Friend of Mine developed the brand strategy and visual identity, reflecting their growth trajectory and building trust in the brand and technology as Great Wrap expands into the US market.
Client
Great Wrap
Year
2022
Creative Director
Suzy Tuxen
Designer
Rachel Chew
Suzy Tuxen
Typefaces in Use
Great Wrap is an Australian company that produces cling wrap from food waste and compostable biopolymers, with a mission to promote sustainability and end reliance on petroleum-based plastics.
Melbourne-based design studio A Friend of Mine developed the brand strategy and visual identity, reflecting their growth trajectory and building trust in the brand and technology as Great Wrap expands into the US market.
Founded by Julia and Jordy Kay, Great Wrap was born when the duo developed a compostable stretch wrap by applying over-the-horizon science to simple potato skin, which proved superior to the alternatives in terms of performance and impact. Over the years, the brand has since evolved from B2B to B2C and even successfully created a cling wrap dispenser from recycled PET bottles.
From the onset, the design challenge was to break Great Wrap out of the traditional green eco and reusable market. With the belief that a 'green' product does not have to adhere to green stereotypes, A Friend of Mine aimed to avoid green visual tropes in order to differentiate Great Wrap from its competitors. They sought to challenge old ways with an innovative design solution that helps customers navigate the eco-conscious market in a compelling manner.
Instead of being just a typical eco-friendly name, A Friend of Mine repositioned the brand as a material science company that is a game-changer in its field. Although the folks behind Great Wrap are serious about the science behind their product, they also believe in having fun along the way. Through a rigorous brand strategy workshop, A Friend of Mine defined the brand's values and tone of voice along with a new brand positioning statement – "Greater than Good".
"As a materials science company, Great Wrap is on a mission to end our reliance on petroleum-based plastic."
BECOME A MEMBER
BECOME A MEMBER