Zeff has spent more than twenty years establishing itself as a leader in sustainable product design. Founded in 2001 by William Hayes, the company is based in Bristol and is renowned for creating the Ubin, the world’s first recycling bin made entirely from 100% recycled and recyclable materials.
The Ubin can be found in schools, offices, and leisure centers across the UK and Europe, and as sustainability becomes increasingly important, Zeff is now targeting consumers as well. To achieve this transition, Pentagram’s Luke Powell and Jody Hudson-Powell were brought in to develop a new brand identity that showcases Zeff’s technical expertise and commitment to sustainability.
The core concept of the new brand is ‚technical and transparent‘, highlighting Zeff’s precision in engineering and its honest approach to materials. The challenge was to appeal to both B2B customers and design-conscious consumers without alienating either group.
The new visual language of the brand is versatile and can be used in various settings, from product catalogs to lifestyle Instagram feeds. The logo, inspired by the Ubin’s design, reflects Zeff’s heritage while allowing for future product innovations.
The new identity system emphasizes technical precision through detailed diagrams, custom icons, and product renders. Sustainability is essential to Zeff’s brand but is showcased in a fresh and modern way, avoiding clichés often associated with eco-friendly branding.
The color palette balances industrial tones with nature-inspired accents, subtly signaling sustainability without relying on typical motifs. Photography also plays a crucial role in humanizing the brand, showcasing the real people behind Zeff and their dedication to innovative design.
Overall, the rebrand not only revitalized Zeff’s external image but also influenced product design, with new waste stream colors and the inclusion of the brand’s logo on the bins, creating a seamless connection between brand and product.