The concept: Progressive re-cycling
The Upcycle brand exists as a NPO which is starting small but thinking big. The branding needed to speak to the current goal of up-cycling “waste” food to be repurposed to be distributed to the locally underprivileged. It also needed to speak to long-term goals such as upcycling learning materials, clothes, homes, livelihoods and ultimately the consciousness of our society. The essential aim: to uplift through change. With so many boxes to tick (including the full-spectrum as the decided colour palette) I opted for a simple modular framework involving the shapes within the normalized recycling symbol and the upward arrow.
Onwards, and UPwards.