REDU
Brand:
REDU
Date:
Sep 2025
Industry:
Material Sciences
Scope:
3 Months
Problem
REDU had groundbreaking materials technology, but it was buried in the noise of greenwashed sustainability claims. The brand felt corporate, dry, and forgettable and was missing the chance to stand out in a crowded space where everyone says the same thing.
Strategy
We completely reimagined REDU from the ground up. We repositioned it as an ingredients brand, gave it a bold new “Call Us Weird” identity, and brought the monsters to life as the face of a fresh brand personality. We built a new website, crafted a playful voice, and turned REDU into a brand impossible to ignore. This is just the beginning of our journey with REDU
Some Of
What We Did
Built
A brand new interactive website
Repositioned
The technology as an ingredients brand (think gore-tex)
Launched
The Adopt a Monster campaign
Reignited
The stakeholders passion in a technology that is super cool
Defined
The brand guidelines, positioning and personality
Created
Campaigns, activations and art installations (stay tuned)
"We knew Redu was super cool but we needed to find a partner who thought so too. Obvious got it the second they walked in the door but saw something we didn't - that REDU stands for so much more than just a material science... it stands for a movement that we are the alchemists of weird waste.... hence, "Call Us Weird"
Chantal
Director Sustainability and Product
