What a Waste

The Solution. 

What a Waste (bag), is a bin bag brand made from 100% recycled products saved from landfill.  With more plastic being created than recycled and 1/3 of all food produced going to waste, what a waste does good for the environment whilst also highlighting the damage that is being done. 

Using shapes, organic patterns, and bright colours to make the topic of waste more approachable. As well as using the opportunity to educate the consumer on major waste products and encourage them to re-think their waste habits.

The Brief. 

Show us what’s wrong with the bin bags category and demonstrate how you’d position, brand, package and market a newcomer.

Your work should deliver 
3 key results. Make life more rewarding for the consumer, leave the planet in better shape and help this fictional brand grow as a force for good. 

Branding and Packaging

Market Research. 

I started by looking at what currently exists. From the most common black plastic bin bag to less common compostable bin bag. 
Although there are several options with environmental claims, they each have their cons. 

Plastic black liners aren’t recyclable, but are durable. Whereas paper bags are recyclable but less durable. 

Bags claiming to be degradable, actually have no time limit on how long they take to degrade. And compostable bin liners, unless composted correctly, are no better for the environment than any of the others.


Looking at the packaging and branding of existing bin bags it is apparent that the emphasis is mostly on strength and durability rather than environmental impact. For example, labels stating the product is 100% recycled are barely seen compared to the ‘super strong’ label. Highlighting the consumers motivations and focus when purchasing. 


Furthermore, the packaging of bin bags themselves only create more waste. The bags being packaged in cardboard sleeve wraps that go straight into the bin. 

Compostable bin bags, although are increasingly readily available, are too vacant. There is no explanation of composting and the conditions needed etc as well as what products can be composted. 


Packaging claims to be biodegradable and degradable etc, yet the bags themselves still take years to biodegrade. “Labelling a product as biodegradable may be seen as a fix, that removes responsibility from the individual”, rather than educating the consumer.

Waste Research. 

There is a major waste issue. 

Only 12-15% of mixed plastic is being recycled. Plastic like this can take up to 1,000 years to decompose. Plastics items such as bin bags, are created literally just to be binned. Bin bags are the perfect product to tackle this issue. 


Before throwing away and wasting all of these products, the consumer goes to their bin bags. Using this position, the bin bag can try to stop the consumer and make them think twice about their waste habits. Giving them more information on just how much waste is done. 

The Idea. 

Looking at statistics and facts of just how much is wasted yearly, within the average household, is shocking. Providing this information to the consumer might just make them think twice about their consumption and waste. Splitting the main areas of waste into three categories: bathroom waste, food waste and household plastic waste.


By splitting the bin bags into three main categories it allows for all areas of waste to be highlighted to the consumer throughout the home, as well as providing a variety to suit all needs. 

Visual Concept. 

I looked at, and mood boarded the three main areas of waste I wanted my brand to tackle: household plastic waste, food waste and bathroom plastic waste. Picking out and enhancing colours from my mood board. Whilst also giving them an organic, earthy tone to demonstrate the sustainable nature of the brand. 

Making sure each bin bag has its own distinguishable colour palette whilst still maintaining a cohesive brand colour story throughout.

Visual Concept. 

I wanted my packaging design to be zero waste. Unlike commonly found bin bags, my design doesn’t rely on a cardboard sleeve. Instead the branding would be printed onto the outer bin bag and the bin bags pulled out from the centre. 


This not only means there is less waste material, but also means that the branding stays for longer and the back of pack ( featuring key information and statistics) stays in sight for longer. 


The front of pack features a fun, playful pattern made from the main waste products. The back of pack then details just how much each of these products are wasted each year. Shocking statistics that will hopefully make the consumer think more about their own waste and consumption.

Logo Design. 

There is a shocking amount of waste, looking at this you might want to cry “oh no what a waste!” but instead with 100% recycled bin bags you can cry with joy “wow, what a waste (bag)!”.  The fun and playful name as well as  organic and textured design aims to create an approachable and appealing brand. 



The front of pack features a fun, playful pattern made from the main household waste products such as plastic bottles, and plastic cutlery. Each changing within each of the different designs. 


Using shapes to simplify the extreme and vast amount of waste and make the information more palatable and accessible to the everyday consumer. Using layers and texture to create an organic feel and allow the consumer to explore and discover more items with each look.


The back of pack details just how much each of the products are wasted each year. Shocking statistics that will hopefully make the consumer think more about their waste habits and their contribution to this.

Packaging Design.

The packaging heroes the fun and playful pattern and typeface. Whilst keeping the recycled nature of the brand at the heart of the design. 
Whilst each pack has its own design and colour palette, they all work cohesively together.


What a Waste, as a brand wants to do good. Going further than just repurposing waste but also educating and encouraging the consumer to do good too. Using a playful and approachable tone, and modern and bright shapes. 


Each advertisement is informal, and playful. Although the topic of waste may be a serious one, the brand aims to make the topic more palatable and approachable. 
This set of posters demonstrates the meaning behind the name of the brand. Showing how the waste issue can be turned around.