Paper Resource is an Australian, family-owned company leading the charge in commercial recycling, with a big heart for sustainability. When tasked with designing their brand, one thing was certain: it’s not exactly a glamorous industry. Trash is trash. That honesty became our creative spark. We didn’t want to gloss it up; we wanted to have fun with it. At one point, we even explored a literal turd as a concept. A lost one, but not forgotten.

But we move on.

In the end, we built a vibrant brand identity that positioned Paper Resource as a bold, ethical leader in the circular economy. The tone was witty and eco-conscious, anchored by the trademarked term “Sustainabale,” a playful blend of “sustainable” and “bale” (the compacted kind, not the hay kind).

We focused on bringing their mission to life visually, crafting a warm, approachable illustration style and helping shape a tone that was sharp, honest, and refreshingly unpolished. We even printed their business cards on recycled coffee cups, making their values tangible from the very first impression.