I Used To Be

An exciting new Kiwi company recycling inflatable pool toys into bags of all sizes – from little coin purses to big tote bags. Taking PVC, a material that isn’t recycled at all in New Zealand, they are able to extend the life of items that would otherwise be going to landfill. I created a bright, playful and flexible identity for IUTB. The semi-colon brand mark suggests what used to be, a pair of inflatable rings. The e-commerce website I designed and built showcases their different collections, several pieces made from one repurposed inflatable pool toy. Following the tone of voice from their social media, I wrote light-hearted and friendly copy for the site. Photos by Sam Gould.