We began with comprehensive discussions with their Managing Director, exploring Boomerang's mission, purpose, and aspirations. What became immediately apparent was their pragmatic yet progressive attitude—they understood that perfection in recycling is impossible, but continuous improvement and innovation are essential.
With Boomerang, everything needed to embody their commitment to the finding best solutions and environmental stewardship. We wanted a brand identity that broke industry stereotypes—something daring yet purpose-driven. Our approach emphasised their rebellious spirit, crafting a tone of voice that was unfiltered and authentic, speaking straight from the heart.
This insight became the cornerstone of our strategy: to position Boomerang as the refreshingly honest, non-traditional brand that wasn't afraid to challenge industry norms.
In an industry drowning in sameness, we identified the perfect opportunity for Boomerang to carve out their unique territory. The recycling sector was largely stuck in the past—outdated systems, processes, and visual identities creating a sea of green monotony.
We crafted a brand strategy centred around the powerful concept of "A New Way of Closed-Loop Sustainability" This positioning allowed Boomerang to claim territory as pragmatic innovators—acknowledging the imperfections in the recycling process whilst demonstrating their commitment to doing it better than anyone else.
By embracing their role as industry challengers, we gave Boomerang permission to speak and look different, creating genuine separation from competitors still playing by the old rulebook.
The most immediate visual cue that signals "recycling" to consumers? Green. Lots of green. It's the expected, safe choice that nearly every player in the industry leans on—which is precisely why we abandoned it completely.
Our colour palette for Boomerang deliberately broke away from these tired conventions, instead embracing a bold and distinctive combination of "Boomerang Blue", Pure White and Charcoal Black—colours that communicate a sense of purity, resilience, and trustworthiness. This choice wasn't merely aesthetic; it was strategic rebellion—instantly signalling Boomerang's different approach and creating standout in a market saturated with predictable earth tones.
This deliberate colour disruption became the foundation of a visual system designed to catch the eye and challenge preconceptions about what a recycling brand should look like.
The challenge with naming is often visual translation—how do you capture something as dynamic as a "boomerang" in static form? Our solution was to create a logo and brand mark that communicated both motion and return—visual references to the closed-loop philosophy at the heart of Boomerang's operations.
In each element, we emphasised the "loop," a core motif that captures both their purpose and their promise: that waste isn't the end of a cycle, but the start of a new one. The resulting symbol captures the essence of something in perpetual motion, coming back to its starting point—just like the materials in Boomerang's closed-loop recycling system.
We paired this with contemporary, clean typography that further reinforced the brand's modern outlook, creating striking contrast against competitors' often unclear visual language.
Boomerang's voice was designed to be a direct extension of their mission: clear, passionate, and refreshingly candid. We embraced an unapologetic tone, helping Boomerang speak with an edge that would resonate deeply with their audience.
Whether it's through educational outreach or community partnerships, every communication piece now carries Boomerang's unmistakable energy—a fearless determination to educate, provoke, and inspire action. This distinctive voice sets them apart in an industry often characterised by corporate jargon and vague environmental claims.
Some of the most valuable discoveries in our creative process came from what initially looked like failures. We explored numerous directions that ultimately proved unsuitable—but each "wrong turn" provided vital insights that guided us toward the final solution.
This willingness to experiment boldly—to make productive mistakes—ultimately led to a more distinctive and authentic brand identity. Rather than playing it safe with recycling industry tropes, we pushed boundaries, testing and refining our thinking until we discovered the visual and verbal expressions that truly captured Boomerang's essence.
Our iterative approach demonstrates our belief that creativity rarely follows a straight line—sometimes you need to circle back (like a boomerang) to find the right path forward.
Our work extended to practical applications that could live across various touchpoints—from business cards and shipping containers to website design and apparel. The goal was to ensure that Boomerang's brand wasn't just visible but unforgettable in every interaction, big or small.
We designed each element to stand out and provoke thought, creating a clean, modern visual language that could be applied consistently across all brand touchpoints. This comprehensive approach ensures that Boomerang's revolutionary spirit is evident in every aspect of their brand experience.
With a refreshed brand identity, Boomerang Recycling is set to create change in the recycling industry. Their new look and voice speak volumes about their intent to disrupt, inspire, and, most importantly, create a sustainable impact.
While specific metrics weren't the primary focus, Boomerang has experienced organic growth since the rebrand launch. More importantly, the company now has a brand platform that accurately reflects their innovative, non-traditional approach—one that resonates with their target audience and creates genuine memorability in a traditionally undifferentiated market.
We're proud to have played a role in helping Boomerang on their journey to reshape the world of closed-loop recycling—one bold step at a time.
