DAY ONE FOR CHANGE - Sugarbird Fynbos Gin
After extensive research, Sugarbird realised that they needed to change their glass bottles to plastic ones so they could reduce their environmental impact. The opportunity was not just how we tell people what they were doing and why, but also educate them and giving them the tools to create change.
Day One is an initiative that we created that allows us to cover complex issues, very simply, in a positive and optimistic way.
The process is complex. So we needed to make it simple. The plan was to swap to PET bottles, set up recycling bins to add to the recycling network, and create recycled products to close the loop.
Why Day One? Because every day is a new opportunity to create change - just like Sugarbird are going to do.
We created beautiful bags, which also told the story of the campaign. Three local artists who were briefed to conceptualise an artwork that represented creating change to create a better world, while being true to Sugarbird.
We conceptualised a launch event with a walk-through of the recycling process, posters informing you about recycling and had our artists do live paintingsof the artworks they created for our bags.
Client: Sugarbird Gin
Strategy, Copywriting, Creative Direction: Kayli Vee Levitan
Graphic Design, Art Direction, Creative Direction: Naomi Bossert
Photography: Estvan Vermeulen