RE Identity

Standard Projects was tasked with creating a strategic positioning and brand for RE, a sustainable beverage company and hospitality venue committed to rethinking wasteful practices. From the physical materials in the venue to their supply chain and ingredients used in the food and drinks, everything at RE is diverted from landfill.

For the hospitality industry, there’s mounting tension for bars and restaurants to positively change their waste footprint. But for industries that are built on delivering premium food and drink experiences using the freshest produce, there’s an inherent paradox that has prevented the industry from inciting lasting change. Coupled with a global greenwashing overload and suspect sustainable practices, the project posed several creative challenges.

The objective for Standard Projects was to differentiate RE from its competitors, to deliver a strategic brand solution that would subvert the waste and taste paradox and to position RE in audience, industry and competitor minds as the future of sustainable hospitality practices. To tackle this, Standard Projects embarked on a collaborative strategic process to help articulate the what, why, and how of RE. Through this process, they summed up RE's positioning in a thought that conveyed its unique value proposition: “Waste Nothing, Taste Everything”.

The design approach and system that Standard Projects created leveraged this positioning. Inspired by RE’s ethos of turning waste into wonder, they delved into the beauty of imperfection, building an identity that is both ugly and beautiful, elegant and brutal. The design celebrates the rescued produce and the art of cocktail making, with literal pieces of produce building a palette of rich textures, contrasted with a brutalist approach to type and accented with a dynamic, constantly changing identity — reflective of the ever-changing ingredients diverted weekly from landfill.

From signage, menus and merchandise to digital experiences and drink-at-home cocktail packaging, the identity brings RE’s regenerative, revolutionary thinking to life. Post-consumer waste paper stock, repurposed substrates, and reusable packaging all play a role in the solution.

Since launching RE has won several awards including “world's most sustainable bars”. RE has also become a beacon of hope in the fight against food waste, sparking a global “Never Wasted” movement in bars and restaurants across the world, all committed to fighting wasteful practices in the industry.