- Start Ups
- The rebrand
UBQ Rebrand. LOGO, BRAND STRATEGY, STORY, LOGO + VISUAL IDENTITY.
UBQ. One amazing run deserves another.
UBQ has been on a serious run since we delivered their brand back in 2016. They have an incredible process that takes unsorted household waste and transforms it into a raw material that’s sustainable and completely recycled.
No surprise, then, that they’ve entered into significant partnerships with major brands: Pepsico is using UBQ in all of their logistics pallets and European point-of-sale displays, and Mercedes-Benz’s new VISION EQXX model will use UBQ to manufacture their traditionally plastic components. Even McDonald’s in Brazil has been serving up sustainable trays made with UBQ. They’ve also received several awards for innovation, including from SXSW, Real Leaders and SEAL Business.
Though their brand story hasn’t changed since we crafted it, the visual aspect of their brand was ripe for a refresh in the wake of all their success. We felt the logo needed a slight adjustment we all agreed the overall identity would benefit from more white space with a new color palette that’s bright and optimistic.
Another aspect was to come up with a visual hook that could serve as the foundation of their updated visual identity. Since UBQ breaks down household waste and rebuilds it into a new material, we went forward with a core element that represents the molecular structure of everything organic…and we delivered a system that could bring together multiple elements coming together to represent the flow from one stage to the next in the circular economy of sustainability.
We created a completely new visual identity, from corporate marketing deliverables to a company one-pager, advertisements, social media templates, a new website homepage design and a revamped brand book that included partnership marketing guidelines.
UBQ is in the materials industry, and the refreshed UBQ brand stands in stark contrast to petroleum-based plastics. With the company still gaining awareness, who knows what fantastic uses product designers will find for it in the years ahead? One thing we know that will be made with it though, is a healthier, less plastic-plagued planet.