08 Jun 2023
“Together with our members, let’s lead the change.” – Cheri Scholtz, PETCO CEO
With more than 18 years of experience as a Producer Responsibility Organisation (PRO), PETCO has helped shape how PROs administer extended producer responsibility (EPR) in South Africa.
Section 18 of the National Environmental Management: Waste Act has ushered in a new era of mandatory Extended Producer Responsibility (EPR), it now obliges Producers to assume responsibility for their products up to and including the end-of-life stage of their product cycle. In EPR systems, Producers are responsible for the management of packaging waste in addition to health and safety issues associated with their products.
This has evolved the waste management industry and set the scene for accountability and change. It’s also presented PETCO with the opportunity to update its Memorandum of Incorporation (MOI) and refresh its corporate identity.
“Our relationship with our members and the wider industry has always been one of trusted partnership,” says Cheri Scholtz, PETCO CEO. “We’ve always strived to create end-use markets for packaging, understand and support the whole recycling and collection chain, and stimulate the collection of recyclable material.”
While the organisation may have started by creating a successful scheme for PET plastic bottles, over the years PETCO has grown to take responsibility for the whole bottle (including closures and labels), and now has now created a scheme for Liquid Board Packaging (LBP), with new members like Tetra Pak.
“PETCO understands that the waste landscape is constantly changing, and we’re well positioned to adapt to those changes for our members,” continues Scholtz.
The organisation has partnered with and learned from international peers, which has proven invaluable in achieving ambitious goals locally.
This has contributed to PETCO delivering value, beyond legislation, to its members and, in doing so, is helping to work towards a circular economy in SA.
“Naturally, we wanted to highlight this for their new logo,” comments Livio Tronchin, Executive Creative Director of Derrick, PETCO’s advertising agency, on the creative rationale behind the new logo. “PRO and member are in a symbiotic closed loop that continues infinitely. This is captured by the Moebius-strip-like nature of the icon, with intertwined colours that appear to swirl endlessly.”
The new corporate identity also incorporates a striking new colour composition. The use of green intentionally represents the traditional environmental goals of the collection and recycling industry and the many years of heritage that PETCO has built up in the market. Blue signifies the sound practices and commitment to continuously growing trust and expertise, anchoring the organisation in an ever-changing future.
Additionally, a new pay-offline has also been developed “Our new line leans on our heritage, cementing our commitment to continuous improvement,” says Scholtz. We also decided to keep the organisation’s name unchanged; ‘PETCO’ carries with it great brand equity in the industry.”
The agency expanded the new identity to cover a complete programme that provides a guideline for all PETCO’s visibility efforts, from branded Personal Protective Equipment (PPE) and infrastructure and equipment (like, trailers, baling machines, etc. donated to SMMEs and waste pickers), to signage, billboards, and digital material. This will help ensure a cohesive brand is presented across the board to the organisation’s many different target audiences.
Unveiling the identity at PETCO’s AGM, Cheri Scholtz announced that she hoped it contributed to the dawn of a new era for the packaging industry, one where collaboration and support between PROs and their members remains paramount in the pursuit of solving one of the greatest challenges of our time, managing waste.
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- Source: https://petco.co.za/a-new-logo-for-petco/
