Storytelling and marketing design for Curver's Waste Separation Line
CreativeNest Agency
A creative agency with 10 years of experience, creating high-end marketing designs tailored to our clients needs
Creative Nest was tasked with developing the storytelling and marketing design for a new line of products by Curver, a worldwide manufacturer of recycled plastic consumer products for home use. The challenge was to create a narrative and visual language for Curver's innovative and sustainable Waste Separation Line, a range of exceptionally?designed trash bins for recycling, made from 80-100% recycled plastic. The line included three main ranges of products: Ready to Collect, Deco Bin, and Compatta.
Our approach involved crafting the essence and promise of the product category, conceiving taglines for marketing, defining the product's tone and style, designing its visual identity, and strategizing various marketing materials and campaigns.
We encapsulated the category essence in the phrase "There is space for your waste." The Curver Waste Separation Line was positioned as integral to everyday living and environmental wellbeing, designed to fit seamlessly into any home and offer comfort and ease for waste disposal. We emphasized customization options like sizing and coloring and targeted the design towards hygiene and convenience with dual separation compartments.
A significant part of our storytelling centered on the role of waste in sustainability. We positioned waste not merely as an end product but as a beginning in the recycling, reusing, and reducing movement. This was reflected in the fact that the Curver Waste Separation Line is fully recyclable, aligning with the concept of continuous recycling.
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Our goal was to transform perceptions about waste, from something to discard to something of value. This mindset was reflected in the inspirational and descriptive taglines we proposed, which encouraged people to see their waste as a potential resource for environmental good.
The tone and style of the campaign were about changing the perception of waste and giving it an important space—in homes, in the recycling cycle, and on the planet. It was designed to be simple yet powerful and bold, fostering a sense of belonging to something larger.?
As for the visual identity, we determined color palette, stamps and icons, and product name typography. We also developed communication materials, POS designs and packaging designs. Furthermore, we strategized specific marketing approaches for Instagram, Facebook, and LinkedIn and designed a campaign for those platforms.
In summary, our work for Curver entailed creating a comprehensive marketing and branding strategy for the Waste Separation Line. The focus was on environmental sustainability and repositioning waste as a valuable resource, effectively telling the story of a new, planet-friendly product range.