Wanless brand refresh
A sustainable identity for a growing business
Wanless is a family-owned Australian business leading the way in sustainable waste and resource recovery. Wanless supports a wide range of industries with a focus on construction and industrial (C&I); managing recycling, skip bin hire, bulk and industrial waste management, e-waste, scrap metal and organics.
As Wanless continues to expand into new markets, the opportunity emerged to refresh the brand to better reflect its national expansion and commitment to innovation and sustainability. With a clear focus on sustainability and an industry leading 80% recycling rate, the ribbon W represents endless circularity – recovery, reuse, renewal. In its original form, the W lacked clarity at scale and sat awkwardly alongside the wordmark across trucks and bins. Wanless approached pepperit with a brief driven by the need for a more modern, legible and confident identity that could work harder across the fleet and present Wanless as a progressive, full service recycling partner.
Working closely with the Wanless team, we tested the boundaries of change, exploring how far the logo could evolve while still feeling unmistakably “Wanless.” This process balanced creativity with restraint, ensuring every adjustment enhanced clarity, recognition and modernity without losing the brand’s established equity.
In its original form, the W lacked clarity at scale and sat awkwardly alongside the wordmark across trucks and bins. Wanless approached pepperit with a brief driven by the need for a more modern, legible and confident identity that could work harder across the fleet and present Wanless as a progressive, full service recycling partner.
Wanless required a modern brand identity that retained some of the characteristics of the original brand, would still be recogniseable as Wanless, and could be easily reproduced across a variety of environments.
From skip bins and trucks, recycling parks, e-waste facilities and industrial services, the brand had to be easily identifiable and consistent no matter where it appeared; while still being flexible enough to work in a sales presentation… and as a small bin sticker.
Above all, the goal was to ease into the change that would help solidify Wanless as an innovative and trusted partner in an industry where clarity, compliance and environmental credentials matter.
Starting with a discovery session with key stakeholders, pepperit implemented a full-scale brand refresh including:
Refreshed brand mark (logo/wordmark/visual identity) designed to reflect Wanless’s core values: experienced, family-owned, Australian, safety first and sustainability.
Consistent visual language, colour palette, typography and layout standards to ensure immediate recognition of the trusted Wanless service.
Intense colour exploration of the use of green and the flexibility of the primary colours across a variety of environments.
Attention to durability and visibility: for physical assets such as bins and trucks, the brand application needed to withstand weather, wear-and-tear, and remain legible at a glance.
Because Wanless serves everything from small businesses to large industrial clients, and operates a large fleet across states, the refreshed brand identity had to be flexible, recognisable, and professional at any scale.
The refreshed Wanless logo represents an evolution from a traditional waste-industry mark to a modern, streamlined, and highly versatile brand identity. The previous brand structure is clean but carried a more technical, industrial feel, with the symbol and typography existing as two distinct elements.
In the refreshed brand, the logo shifts toward a bolder, more cohesive and contemporary expression. The updated W becomes more rounded, solid and robust, using a vibrant gradient that reinforces movement, energy and environmentally focused positioning.
The refreshed wordmark is smoother and more approachable, aligning visually with the softer curves of the new symbol. Importantly, the identity becomes more flexible: the W can now stand alone with strong brand recognition or be integrated seamlessly into the full wordmark.
Overall, the transformation modernises the brand, will enhance visibility across digital and physical applications, and claim attention on the road and roadsides, presenting Wanless as a forward-thinking waste and recycling partner.
“The pepperit team were very responsive to learning our marketing challenges. They provided a solution that wasn’t the easiest by far, but rather retained enough of the old logo that it is still instantly recogniseable, while creating a bold new look that will carry across all of our assets seamlessly. “
– Samantha Halpern, Marketing Manager
- Art Direction
- Graphic Design
- Brand Guidelines
- Business Cards/Letterhead
- Powerpoint Template
- Proposal Template
- Canva Brand Kit
