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Tetra Pak recycling campaign identity

Overview   Process  

Problem: Illustrate the campaign message.

The campaign’s is all about empty Tetra Pak cartons. The title of the campaign, which is also its slogan, is “Cartons, surrender!” and the logo is a white flag made out of a carton.

For teachers and other grown-ups there are handy leaflets. And for school cafes we created a poster that in a cute way explains the goal of the campaign.

Illustrated text poster: “OK, we surrender :-)”

The campaign to follow is called “Demonstration Program” and aims to distribute useful info. For this we crafted another sign out of a folded carton.

Nice program indeed

Release date: September 01 2010


art director
Ludwig Bistronovsky
designer & copywriter
Tatyana Devaeva
technical designer
Maksim Degtyarev
privy councilor
Anton Shnayder
Egor Zhgun
icon designer
Oleg Pshenichnyy
Zhdan Filippov
Iskander Mukhamadeev
type designer
Irina Smirnova
Vera Dorofeeva

All the logos, graphics and instructions are pulled together in a brandbook with thorough guidelines.

Folding instructions for children and adults. Their hands are different
Double-page spread with small illustrations

It turns out a Tetra Pak carton is great for creating all kinds of logos.

A true gem, not just a carton

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