[RESNUSE]
GÖTEBORGS STAD
(fictive school assignment)
2023
RESNUSE
MY ROLE
Brand Identity/Logo Design/App Design/Design System
Gothenburg is seeking innovative solutions to enhance urban sustainability, aiming for a greener future with a focus on reusability and positively transforming people's behavior. 

What do we need more of? What do we need less of? What can we start recycling that isn’t recycled today? I immediately thought of a topic close to my heart, Swedish Snus. Desks are often cluttered with empty snus cans. Why is that?
[PERSONAS]
The first step in the process was to understand how different people think and feel about environmental issues. By conducting several interviews, I quickly gathered important information about our behavior regarding recycling. With this information, I created two personas that guided my decisions throughout the work process.
[BRANDING]
When it came to branding, using green as the main color felt obvious. After a few user tests, I quickly realized that users felt something was missing. They found the app sterile and had difficulty knowing where to focus. Therefore, I experimented with gradients and different shades. During the second round of testing, I noticed a significant improvement—users now tended to click on the lighter and more eye-catching areas.

I chose to use the Aileron typeface, an elegant and easy-to-read option that excellently complements the logo's font, Anek. The combination of these fonts creates a professional aesthetic that enhances readability and strengthens the brand's identity.
[CONCEPT]
After extensive interviews and testing, the work resulted in an innovative app that enables you to recycle your snus cans. By simply scanning your used snus cans and following AI-guided instructions, you can easily recycle and send them in when you pick up your new order. For each recycled can, you earn points that can be converted into discounts on your future orders.