Turning waste into a symbol of growth.

Only around 9% of plastic waste is recycled globally, and production has more than doubled since 2000. In Bangladesh, plastic clogs rivers, drains and coastlines. Most recycling brands answer this with guilt: grey imagery, heavy warnings, endless arrows. Greenovative needed the opposite. A brand that makes recycling feel optimistic, modern and worth joining.

When plastic is recycled, it is shredded into small flakes of every colour. We took that raw, chaotic moment and gave it a direction. Eight flakes gather and turn around a shared centre, forming a bloom. It reads as a flower, a sun, a spinning cycle. Waste, reorganised into life. The name finishes the thought: green, plus innovative.

The symbol is drawn on a radial grid. Eight petals are placed at 45° steps, each slightly varied in size and angle so the mark feels organic rather than mechanical, as if it is mid-rotation. That sense of motion is the circular economy in one shape. The wordmark is a friendly, lowercase sans with an open, rounded rhythm, paired with the brand line: Reclaim. Reinvent. Reimagine.

Greenovative Green leads, grounded by Deep Forest and lifted by Recycled Paper, a warm off-white that echoes reclaimed material. Around them sits a supporting palette drawn from the landscape and from the bright, mixed colours of sorted plastic: River Navy, Monsoon Blue, Sun Lemon, Bloom Pink and Clay Orange.

The horizontal lockup holds its own on every colour in the palette. Repeated and rotated, the symbol becomes a quiet tone-on-tone pattern for packaging, backgrounds and merchandise. Two thin sweeping lines, borrowed from the motion of the petals, run through layouts as a signature graphic device.

The site is built around a single story: where plastic goes, and how Greenovative brings it back. The hero states the promise plainly. A three-step journey (Collect, Recycle, Reintegrate) uses real campaign imagery to make the process tangible. A dark impact section puts the numbers in context, and the footer closes with one clear invitation: let’s close the loop, together. Every layout is designed mobile-first, so a volunteer on a riverbank sees the same clarity as a brand partner at a desk.

For launch, we built a story-led carousel that follows plastic from the bin to the river, into community collection, through certified recycling and back into parks, benches and bricks. Torn-paper collage layers stitch each frame to the next, so the series reads as one continuous landscape. Bold data posts, sourced from the OECD, give the campaign its urgency.

The identity extends to stationery, business cards and a colour-coded signage system for collection points. Each plastic stream gets its own palette colour and number, making sorting simple for anyone, at a glance.