We Compost by Seachange

Opinion by Richard Baird

When organic waste breaks down in landfill, methane, a potent greenhouse gas, is released. This has been identified as a significant contributor to climate change. Through composting, this organic waste can be repurposed as a soil nutrient which can then play a role in developing local and sustainable methods of regional food production. The challenge of turning this into a consistent resource comes down to good waste management, both on the part of households and collection services. Few of the latter exist, however, in Auckland, We Compost intends to make this a widespread reality. Collecting over 40,000 kg of organic waste and diverting it from going to landfill each week We Compost has grown over the last seven years to become the city’s leading commercial compostable waste collection service.

With a desire to continue this growth, We Compost worked with design studio Seachange to help with brand positioning and visual identity, to better align it with their ambitions, make it an every household mainstay and to move it beyond those already invested in ecological challenges and solutions. To achieve this, Seachange’s strategy sought to find a fresh graphic approach to compostable waste management and collection, to find a fun, modern and accessible route that would be an invitation to all ages and types of households to get involved. The studio achieved this by way of a custom typeface that draws on the crucial role worms play in the process of composting, and pairs this with a variety of greens. A range of patterns and statements deliver a convivial and recognisable immediacy across differing of contexts, these included bin liners, t-shirts, business cards, posters and website.

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