Genesis Helps Novelis Tell a Story of InnovationMay 03 2013
Novelis is one of the world’s leading aluminum producers and is the leader in aluminum recycling. Their innovation initiative created an aluminum can that was both 100% recyclable and is, over time, made of 100% recycled materials to reduce the need for - and environmental consequences of - mining new aluminum.
Genesis was selected to help create the positioning, name and symbol for the new technology that would communicate the benefits to partners, customers and consumers. We also conducted the research validation around the concept and identity in the U.S., United Kingdom and China to gauge global understanding. The identity will be used on cans from progressive beverage brands around the globe to signal this exciting new technology and to spread the word about recycling as a means to a better, brighter world.