The New 3 Rs?: Reuse, Restore, Replenish

It’s high-time I embraced the blog format and its truncated editorial format. You have to forgive me and my editorial background, but it’s almost painful for me to write any article less than 600 words. It just feels like a partial treatment. But I’ll learn to adapt.

It’s been a year since the Replenish package was introduced to the public. Whether it is on the verge of widespread acceptance is not clear, but the effort was a bold and courageous one nonetheless.

First, the brand name is substantial and loaded with connotations. It means—almost literally—“refill.” The name also suggests the next (or current?) wave of sustainability consciousness, Restore. Replenish means to make complete again, or Restore to its original condition.

Second, the integration of the refill portion and the bottle itself is ingenious. The process in using the bottle may not be completely intuitive, but it wasn’t for a lack of effort. The man behind the bottle explains in a CORE77 article how he tapped into the latest materials, technology and design thinking to create his concept.

The understated logo lets the product and the bottle be the star and the brand messages are concise. A nice water-level line in the logo’s middle “e” seems to convey wide meaning with minimal disruption. The marketing is a bit cheeky to grab interest, but it never betrays any of the green propositions.

The website, spare with only a few pages, even features a “Reuser Pledge.” This pledge includes a nice mix of sustainability messages pleasantly presented:

“I pledge, to the best of my ability, to squeeze every drop out of every last drop. To challenge the notion that nothing lasts forever. To take matters into my own hands and Mix Local. To think what I do through to the end. And to enjoy a clean home and tidy conscience. I pledge to be a Reuser.”

Clever turns of phrase here include Mix Local (echoing Buy Local) and a switcheroo of common clichés, in “A clean home and a tidy conscience.” The messages are all there, though it will be interesting to see how soon these ideas can become mainstream. New packaging innovations often need substantial educational campaigns to assuage the public’s reluctance to try something new.