Judge's comments:

Challenging what sustainability looks and feels like in FMCG. Bespoke forms and materiality with a systematic typographic approach that handles complex and detailed information in a beautiful and deceivingly simple manner.

Description:

Australian-based Thankyou is a design-led social enterprise with a mission to reimagine consumerism and redirect profit from consumer spending towards ending global poverty. The ‘Consumerism Reimagined’ project aims to change our consumer culture, advocating for mindful consumption that creates positive impact. In a realm of disposable trends, this initiative challenges conventional consumerism, envisioning a future where purchasing choices are catalysts for change.

The objective of this project was to align with Thankyou’s mission of ending global poverty through consumer spending, fostering a cultural shift towards sustainability, and creating positive social outcomes. The redesign aims to transform consumer awareness and reach new markets by offering products that stand out visually and ethically.
The concept revolved around creating a packaging system that is sustainable and visually compelling. The ‘Forever Bottle’ and a refill system were introduced to redefine the consumer-product relationship by promoting longevity and sustainability. This approach ensures that every design element reflects the brand’s commitment to authenticity and positive impact.

The imperfect circle in the logo, signifies both humanity’s flaws and potential for change. This mark challenges the notion of perfection, encapsulating Thankyou’s essence and commitment to excellence despite human limitations. The circle’s evolving size signifies global challenges at its largest, while its smallest form resembles a pebble—potent against giants.

Led with design, innovation, and sustainability, Thankyou’s refillable bottle range redefines the way we experience personal care. The Forever Bottles come in four finishes—white aluminium, black aluminium, clear glass, and frosted glass—ensuring timeless appeal. This minimalist approach focuses on material quality, creating a visually compelling, high-standard product that resonates with consumers and works with their varied interiors. The Forever Bottles are no ordinary bottles.
The refill system was designed using high-value recyclable natural HDPE. This bottle is made from 100% recycled materials and is 100% recyclable. The refill system comes in 1L, 3L, and 5L utilitarian-style jerry cans with debossed product names to help wayfinding when stacked in your cupboard.

A conscious choice made by consumers becomes a vote for sustainability and equity. The design encourages consumers to embrace responsibility, transforming purchases into investments in a brighter future. Thankyou’s commitment to high-quality product development ensures that the brand never uses a good cause to sell an average product, elevating consumer experience and brand perception that will endure the ebb and flow of trends.

Thankyou is now stocked in all major Australian retailers with the new packaging helping cut through the sea of amber bottles on shelf and the refill system improving circularity. Since the redesign, they’ve had retailers, distributors and partners around the world reaching out to help bring Thankyou into their countries. Thankyou are set to relaunch into New Zealand and Dubai in a few months and then into multiple countries throughout Asia, with further plans to expand across the USA/EU in the coming years.