Reusables set out to solve a behaviour problem disguised as a logistics problem.
As the company scaled from an ambitious startup into universities and workplaces across North America, my role evolved from industrial designer to Creative Lead. Working across product, brand and campaigns, I partnered with leadership, product and marketing teams while directing freelance photographers and creative collaborators to shape a cohesive experience from patented infrastructure to institutional launches.
The object came first.
The conviction it carried became the brief for all the creative that followed.
[Role] Creative Lead (3 Years)
[Scope] Product, Brand, Launch Strategy
[Context] Reusable Packaging Systems
[Scope] Product, Brand, Launch Strategy
[Context] Reusable Packaging Systems
People weren't choosing between disposable and reusable packaging because they lacked conviction; they were choosing the option that required the least effort. The opportunity wasn't to design a better container, it was to redesign the experience around it so the sustainable choice became the effortless one.
The brand became the product.
The identity was designed as an extension of the product, not a layer applied afterwards. Built on the same principles of clarity, simplicity and trust, it became a flexible system that could adapt to each institutional partner while maintaining a consistent brand experience.
Instead of rigid assets I designed a full template system that could be delivered and launched alongside partners without a full redesign each time. This was integral to our growth as we had to onbound and launch a new client each month with a small team to execute.
The most important design choice for these assets was clarity. Ensuring students and customers could understand the program the moment it landed at their school.