Repurpose Unveils New Look, Forges Fun Path to Eco-Activism

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Innovator in Sustainable Tableware Advocates for Plants Over Plastic

'Seven years ago, we set out to change consumer behavior—and the world—by advocating for plants over plastic and compostable in the disposable tableware space,' said Lauren, Gropper, founder and CEO.

Repurpose, the leading innovator of sustainable tableware for retail consumers, today unveiled a new logo and packaging design for its line of compostable bowls, cups, bags, plates, straws, and utensils. In addition, Repurpose has launched Repurpose.com, a brand new site complete with direct-to-consumer ecommerce. The new Repurpose brand conveys "Save the Planet and Have Fun Doing It"—a departure from the overly serious look and feel that often dominates eco-activism.

“Seven years ago, we set out to change consumer behavior—and the world—by advocating for plants over plastic and compostable in the disposable tableware space,” said Lauren, Gropper, founder and CEO. “Today, the consumer is more aware of the grave reality of climate change. She wants to do the right thing and seeks out sustainable options. Yet, it’s easy to get overwhelmed or stuck in inaction. With Repurpose, we encourage small, everyday choices that can add up to big change,” continued Gropper.

The new Repurpose packaging features modern graphic treatments that visually communicate the plants that make each product. A fresh palette incorporates blue and mint green with sunny yellow, pink and purple. The new logomark creates an iconic stamp for the brand. Playful messaging throughout reinforces a lighter-hearted tone and celebrates small changes such as, “Here for the Fun, Not Forever,” “Toss the Plate, Not the Planet,” and “Refills not Landfills.” All packaging features the Repurpose mantra Plants Over Plastic.

“We are evolving the category and our branding beyond the traditional idea of green,” said Corey Scholibo, co-founder and chief marketing officer. “At our core, we’re an anti-plastic activist brand, but we use a positive, accessible approach to combat climate change, so consumers don’t shut down. Now more than ever, it’s vital to maintain a sense of humor and optimism. Why can’t fighting climate change be fun?"

Repurpose creates the best-performing products using the greenest solutions available. In 2012, Repurpose launched their line of eco-friendly, single-use tableware as an alternative to traditional disposable products by brands such as Chinet, Dixie and Glad. Now, Repurpose products are available nationwide at more than 17,000 stores, including convenience and drug stores, groceries, and outdoor retailers such as Walmart, CVS, Whole Foods Market and Wegmans, among others.

Since inception, Repurpose has kept more than 3.5 million pounds of waste out of landfills, producing up to 82 percent fewer CO2 emissions and 65 percent less energy than plastic. Repurpose products replace plastics with a variety of plant fibers such as corn, beet, cassava and bamboo. Repurpose products are also a sustainable alternative to Styrofoam, paper, and other petroleum-based products. Repurpose plates and bowls are upcycled from two waste products, sugar cane pulp and wood scrap. Unlike traditional plastic or even paper items, Repurpose products are BPI certified and 100 percent compostable in an industrial composter in 180 days. This means they fully break down and can return to soil in a closed-loop system. Repurpose products are also BPA-free, chlorine-free, and made using vegetable-based inks. The packaging is recyclable, and also made with recyclable materials wherever possible.

Repurpose engaged Nashville-based Peck Design Associates, the agency best known for the rebrand of Halo Top Creamery, to lead design. The New Normal, a brand agency in Minneapolis, helped develop brand positioning.

“We believe in the work Repurpose is doing and know these products really are changing the world,” said Benji Peck, founder and creative director, Peck Design Associates. “We are proud to partner with an activist brand tackling the big issues.”

Repurpose was twice named to the Inc. 500 list of fastest-growing, private companies, in 2017 and 2018. Founder and CEO Gropper was included in the Inc. Magazine list of 100 Female Founders also in 2018. For more information, including a store locator, please visit repurpose.com.

About Repurpose
Repurpose, the leading innovator of sustainable tableware, believes all people deserve sustainable, non-toxic, plant-based products and produces the most innovative, affordable and well-designed tableware for modern living. The Repurpose Compostables line features 100 percent compostable plates, cups, cutlery, bags, straws and other items designed for single use and offering consumers a better alternative to plastic and Styrofoam. Available in thousands of stores nationwide, Repurpose Compostables makes plant-based compostables convenient and affordable. Repurpose Reusables are designed for consumers who are looking for non-toxic, plant-based products that their family can use and reuse while lessening their impact. For more information, visit http://www.repurpose.com and follow Repurpose on Facebook.com/Repurpose or at @repurpose on Instagram and Twitter.

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Elizabeth Horton
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