Designing Sustainability Signals: Shaping How 100% Recycled Bottles Show Up in the World

Unilever

We partnered with Unilever’s Dove team to help them communicate the launch of their 100% recycled bottle in a way that felt credible, distinctive and meaningful to consumers.

Starting with semiotics, we mapped the visual and verbal codes of sustainability - uncovering how brands signal environmental action and where Dove could stand apart.

We then brought these territories into a collaborative client workshop, exploring strategic options and refining the messaging that would ultimately appear on pack and across communications.

The approach resonated so strongly that another Unilever brand, TRESemmé, invited us to run the same process—extending impact across the portfolio.

Impact:

Clear, insight‑driven sustainability messaging that shaped on‑pack communication, strengthened brand credibility and influenced how multiple Unilever brands tell their environmental story.