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Binxy
Brand & Visual Identity
Service
Creative
Industry
Consumer Goods
PROJECT OVERVIEW
Building Binxy as a trusted voice in sustainability.
The BRIEF
Born Social was brought in at the very beginning. Before the brand had a name, a visual identity or a way to talk about itself. The brief was to build Binxy from scratch, naming the product, developing the full brand identity, creating a social media strategy and visual system and producing a complete launch campaign shoot with a ready-to-use asset library.
The Client
Binxy is the consumer brand born out of DiaperRecycle, a Melbourne-based startup solving one of Australia's most overlooked waste problems. By recovering and sterilising fibre from used nappies, they've created the only cat litter globally made from recycled nappies. Australian-made, 97% recycled fibre content and half the weight of its nearest competitor.
The Results
The naming, visual identity and brand system were developed to feel approachable, considered and shelf-ready, positioned to stand out in a category where every product looks the same. The launch campaign brought the brand to life across photography, HIFI and LOFI motion with a full asset library built for paid, organic and retail use from day one.
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