Derrick creative agency

PORTFOLIO

Designing a brand for a legislation.

Strategy
Design
Research
Creative Strategy
Brand Identity
Corporate Identity
UI/UX
Animation
Illustration
Out of Home
Film and Video
Events and Activations

PORTFOLIO

Designing a brand for a legislation.

Strategy
Design
Research
Creative Strategy
Brand Identity
Corporate Identity
UI/UX
Animation
Illustration
Out of Home
Film and Video
Events and Activations

WHAT MATTERED

The introduction of mandatory Extended Producer Responsibility (EPR) in 2021 fundamentally reshaped the recycling industry landscape. Producers are now no longer voluntary participants. They have become clients, able to choose which Producer Responsibility Organisation (PRO) to partner with. This created a competitive environment where our client needed to stand out as the leading PRO; signal credibility, stability and expertise; and appeal to both corporate decision-makers and broader stakeholders. We essentially needed to move the brand from functional to formidable.

INSIGHTS

Petco operates at the centre of a complex economic system. This is not a soft, ‘green’, tree-hugger narrative. It’s the business of a better future. A future that connects Producers, Consumers, the Collection and Recycling Industry, and Government. We saw the opportunity to position Petco not as an environmental organisation, but as a critical enabler of circular economy solutions.
“A YOUNG, FRESH AND MINDFUL AGENCY.”

Cheri Scholtz, CEO, Petco

BRAND JOURNEY

Working within the existing brand framework, our task was to evolve Petco into a more relevant, contemporary and authoritative brand. It meant we needed to show up as both technical and accessible and develop from industry body into industry leader. The result is a brand that reflects both the seriousness of its mandate and the sophistication of its role within the broader business ecosystem.

NEW CORPORATE IDENTITY

We developed a bold, robust visual identity that positions Petco as a stalwart in the industry, demonstrating trust, leadership and long-term stability.

REPOSITIONING STRATEGY

We introduced the payoff line: “Leading Producer Responsibility”, a clear articulation of Petco’s pioneering role and authority within the sector.

ENHANCED DIGITAL PRESENCE

By identifying distinct audience groups and their specific needs, we created a dynamic website platform that adapts content based on the visitor, letting us to house multiple tailored experiences within a single site.

A FRESH VISUAL LANGUAGE FOR CONTENT

Recycling, to many, still looks like waste. So, we reimagined how Petco communicates, turning complex systems and processes into simple, visually appealing and engaging content that is easy to understand and consume.
Petco.Official
Petco.Official
Petco-Official
Petco.Official
@petco.co.za

IMPACT

We’ve helped Petco take up their position as a confident, recognisable leader within a newly competitive landscape. The brand now signals authority and trust to corporate stakeholders, inspires consumers and industry, and establishes itself as not just a participant in the PRO landscape but as an organisation leading it.
Recycling rate (2011 - 2026)
+ 37 %
Collection rate (2011 - 2026)
+ 12 %
Website visitors
+ %

PRESS

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