FutureBrand worked with Nestlé to create Re, a platform that unites Nestlé’s initiatives to rethink the environmental impact of their packaging. It communicates the technological innovations that have already been developed and the ones that will arise, while inviting consumers to engage on sustainability causes and contribute their own part toward the journey. Through communications on packaging, consumers are encouraged to recycle and to rethink what they do with their packaging after consumption. Nestlé also partnered with Cataki, an app that consumers can download to connect them with recycling communities.
FutureBrand created Re as a brand, with its own logo and visual elements, thinking about the practical application of packages and communications. Initially created for the Brazilian market, Re has been adopted by other Latin American countries and will eventually be globally implemented to the Nestlé brands that create innovative solutions for their packaging.
The name “Re” is a prefix to words like rethink, recycle, reduce, reuse and recreate and each variation represents a different stage of Nestlé’s packaging evolution. The logo and the visual universe clearly refers to sustainability, with the leaf form and green color predominance. The universe expands with icons that symbolize the different stages and initiatives that could be adopted by Re on its future developments.