What does a fun, modern, sustainable brand look like? A Friend of Mine had some ideas for Great Wrap

Great Wrap is the first and only Australian company making cling wrap and pallet wrap from food waste. It’s mindful of what it puts out into the world – it’s made locally in a solar-powered warehouse, and the product is completely home-compostable. Ahead of their launch into the US market, Great Wrap founders Jordi and Julia collaborated with Melbourne-based design studio A Friend of Mine to land a brand strategy and identity that would supercharge their growth. For A Friend of Mine, it was important to change the narrative about the company. It’s true that the brand was born out of an intention to end our reliance on petroleum-based plastic – which made them an eco-conscious company – but it was also true that they were achieving this goal by applying over-the-horizon science to the simple potato skin to create a compostable stretch wrap. “We were excited to reposition the brand as more than an eco-friendly brand, but also a materials science company that is a game-changer in its field. Whilst serious about the science behind their product, they also believe in having fun along the way,” says Founder & Creative Director Suzy Tuxen. Their product was surprising and unexpected, so their brand world had to be the same – set miles apart from what you’d expect a sustainable brand to look like. A Friend of Mine knew just what to do. Following an intensive workshop with the founders, where they defined the brand’s tone of voice and positioning as ‘Greater than Good,’ the team began creating a rich, whimsical world full of energetic photography, and memorable illustrations to communicate the product’s USP – which might otherwise feel dry – and an art direction concept for the cling wrap dispensers, playfully creating four very special characters who, in the end, became the star of the show.