How We Built a Sustainable Brand That Drives Action | GoodWrap Recycling
"Emma and the team took GoodWrap from an idea to a fully-fledged brand with strategies and messaging that makes sustainability feel smart, simple, and achievable."
Jethro Drum, Founder
GOODWRAP RECYCLING
File 01: Sustainable Brand Creation
CLIENT NAME: GoodWrap Recycling (Plastic Recycling Stewardship)
GOAL: Build a sustainability movement through brand identity, messaging, and positioning.
Highlights:
106,420.6 kilos of plastic recycled
→ in just 12 months
58% NZ's shrink wrap installers
→ signed up in first 18 months
Multi-Award Nominated for Excellence
→ even prior to launch
Why they came:
Creating a Brand that Inspires Action
GoodWrap Recycling needed more than just a name — they needed a movement. One that empowered businesses to take real action in recycling their used plastic.
But in a crowded sustainability space, they needed a clear and compelling brand identity to stand out and inspire trust.
From naming and messaging to visual identity and website copy, we created a sustainability brand that’s changing the game in plastic recycling across NZ.
What we did:
NAMING & TAGLINE – A strong, memorable brand identity.
BRANDING & DESIGN – Unique, stand-out visuals.
KEY MESSAGING FRAMEWORK – Clear, compelling copy that moves people to act.
STRATEGY & MISSION – A brand purpose that resonates with businesses.
CERTIFICATION PROGRAMME – Building trust and credibility in the recycling sector.
WEBSITE COPY & UX – Designed for engagement, education, and action.
LINKEDIN STRATEGY & PROFILES – Positioning GoodWrap as an industry leader.
The Impact:
GoodWrap Recycling is being celebrated as an industry game-changer in Aotearoa:
🔹 Sustainability simplified: messaging that
made it easy for businesses to engage.
A brand voice that turns complex recycling processes into clear, compelling calls to action.
Website and socials that encourage businesses to act and be part of a movement.
A strong visual identity — now displayed nationally across NZ construction sites.
The Results:
106,420.6 kilos of plastic recycled
"...and counting, achieved in just 12 months"
A major milestone towards achieving GoodWrap’s mission to recycle 1 million kilos of plastic by 2028.
+58% NZ's Shrink Wrappers signed-up
"...actively seeking GoodWrap Certification"
Demand surged as NZ's dedicated shrink wrap installers signed up to recycle in the first year.
Winner: Excellence in Innovation
"... awarded at the Auckland Business Awards in its first year."
Finalist: Sustainability Category.
With multiple award nominations secured even before launch.
File 02: Photo: Auckland Business Awards 2025 // Winner: Excellence in Innovation – North & West
Jethro Drum, Founder
GoodWrap Recycling
Want a brand strategy that moves people? Let’s talk.
If you need branding and messaging that turns awareness into action, chat with Emma today.
More stories you might like...
Case Studies
SHINE PEOPLE // EBOOK & AUTO EMAIL SERIES
SALES WHILE YOU SLEEP WITH A LEAD GENERATOR
BLACK DOG COLLECTIVE // FULL WEBSITE COPY