The UK’s first deposit return scheme, due to launch in October next year, will go under the name Exchange for Change, The Grocer can exclusively reveal.
Drinks bosses and retailers who are spearheading the scheme hope the new trading name will become synonymous with the scheme in the minds of millions of UK consumers, as well as retail handlers. Its new logo, also unveiled today, is set to feature on drinks containers across England, Scotland and Northern Ireland.
The UK Deposit Management Organisation, which includes representatives from companies including Coca-Cola, Tesco, Co-op and Heineken UK, said the announcement was a key milestone in the delivery of the UK’s first DRS.
It said the name was chosen because it reflected the scheme’s core purposes on two levels: on the one hand a simple exchange where people return their empty drinks containers to reclaim their deposit, but also the wider impact that such action would have in reducing litter and keeping communities clean.
It was, they said, a “straightforward transaction that leads to meaningful environmental change”.
The body has also come up with a new icon that will appear on all in-scope bottles, cans and return points associated with the DRS. The icon has been designed to become the single, recognisable identifier of the scheme – making it easy for people to spot participating containers and return locations.
The DMO said this consistent visual marker would support correct participation at point of return and enable “clear, unified messaging across packaging and infrastructure”.
Drinks bosses worked with the global creative studio Uncommon Creative Studio, which has a track record on major brand projects including campaigns for British Airways, to launch the new brand and logo.
They said Exchange for Change would now work closely with drinks producers, retailers, wholesalers and hospitality to support the adoption of the scheme logo on labels and packaging.
It will issue detailed guidance on how and when to apply the new logo – including its placement, sizing and approved formats – in the coming weeks, giving businesses time to prepare artwork updates ahead of the scheme’s introduction.
Under DRS regulations, the logo will be a required part of container design for drinks included in the scheme (PET plastic, aluminium and steel, 150ml-three litres), helping customers recognise in-scope items and understand how to return them.
However, whether the name is extended to Wales is still in doubt, along with the future of the Welsh proposals.
Last week The Grocer revealed drinks bosses and retailers represented on the DMO submitted a a formal bid to run the Welsh DRS, temporarily putting to one side major reservations over key elements of its plans, including its inclusion of glass returns in the scheme and mandatory reuse targets.
The DMO has announced a series of appointments in the past few months to ramp up the body including the arrival of ex-DHL logistics boss Russell Davies as chief executive.
Davies said: “Our new name reflects what this scheme is about: making a simple change that has the power to transform streets, communities and recycling habits across the UK. The brand icon is intended to become synonymous with the scheme itself, providing a consistent visual cue that supports participation and helps drive cleaner streets and communities.
“We’re excited to take this next step and will keep working closely with partners across the UK, supporting them in preparing for the launch of the scheme and making sure that together we deliver real change and a scheme that works for everyone.”
No comments yet