Creating the visual identity for the UK Plastic Pact required careful consideration of the initiative's values and objectives. By using design elements that communicate sustainability, clarity, and urgency, the UK Plastic Pact can effectively promote its mission of reducing plastic waste and encouraging recycling.

Colors are powerful tools for creating visual associations and emotions. For brand alignment it was important to retain the WRAP core colours, using their green and blue tones to represent sustainability and the environment. Additionally, the use of bright colors helped to draw attention and create a sense of urgency.

Typography can communicate a lot about a brand's personality and the dense curvey ligatures of ‘Genesa Black’ makes messaging easy to read and incorporates connotations of plastic bottles and containers.

By using design elements that communicate sustainability, clarity, and urgency, the UK Plastic Pact can effectively promote its mission of reducing plastic waste and encouraging recycling.