As Malaysia Grapples with its own Environmental Challenges the Lessons from WRAP’s Rebrand are More Relevant than Ever
In a world drowning in greenwashing and tepid eco-friendly campaigns, one organisation is taking a sledgehammer to the status quo.
The Waste and Resources Action Programme (WRAP), the environmental action NGO, has unveiled a rebrand so audacious it’s making waves far beyond the sustainability sector.
This isn’t just a new logo – it’s a rallying cry for a revolution in how we approach environmental messaging.
From Whisper to Roar: The Evolution of WRAP
For over a decade, WRAP has been quietly working behind the scenes, pushing for systemic change in how we produce and consume.
Now, they’re stepping into the spotlight with a brand identity that refuses to be ignored.
The Creative Minds Behind the Metamorphosis
Enter Among Equals, the creative agency tasked with this herculean challenge. Their mission?
Craft a brand that speaks to everyone from boardroom executives to grassroots activists, all while avoiding the pitfalls that plague so many sustainability campaigns.
Ollie Burch, Co-Founder and Strategy Director at Among Equals, puts it bluntly: “Many B2B sustainability brands are either dull or slick and smart but say nothing. On the other hand, consumer-facing brands typically focus so much on the urgency of the climate crisis that they can be off-putting to the businesses and governments they need to work with.”
Striking the Perfect Balance
The result is a visual feast that pulls no punches.
Gone are the gentle greens and soothing earth tones.
In their place, WRAP presents a stark reality check – vivid imagery showcasing the devastating impact of our “broken systems” on the environment.
But it’s not all doom and gloom.
The campaign masterfully balances urgency with pragmatism and hope, encapsulated in the powerful strapline: “Fixing the world’s broken systems.”
More Than Just a Pretty Face
David Wilson, WRAP’s Marketing and Communications Director, articulates that this rebrand goes far beyond aesthetics.
“Our new identity isn’t just about looking different; it’s about showing that change is urgently needed, and that we provide solutions.”
A Global Impact with Local Roots
While WRAP’s reach is global, they haven’t forgotten their UK heritage.
This duality is reflected in a brand identity that feels both internationally relevant and intimately connected to its origins.
The Takeaway for Marketers
WRAP’s rebrand is more than just a case study – it’s a challenge to the entire marketing industry.
It proves that sustainability messaging can be bold, beautiful, and brutally honest all at once.
It shows that you can speak to multiple audiences without losing your edge or your message.
A Call to Action for Malaysian Marketers
Closer to home, as Malaysia grapples with its own environmental challenges, from deforestation to plastic pollution, the lessons from WRAP’s rebrand are more relevant than ever.
