Zeff, a Bristol-based company founded in 2001 by William Hayes, has quietly established a reputation as bringing innovation to the sustainable design of products. The Bristol-based firm was founded in 2001 by William Hayes and is most famous for its Ubin, which is the first recycling bin that’s 100% recyclable.
Ubin, which is made entirely of post-consumer material, can be found in many schools, office buildings, and leisure centers across Europe and the UK. Zeff is targeting a whole new market now that sustainability has become a mainstream issue and the UK’s new recycling laws are on their way.
Pentagram’s Luke Powell, Jody Hudson Powell were brought on board to create a brand identity to balance Zeff’s deep commitment to sustainability with their technical expertise.
The new Zeff brand’s core concept is ‘technical’ and ‘transparent’. This duality captures Zeff’s engineering precision, as well as its honest, open approach to manufacturing and materials. As Hudson-Powell explains: “The challenge was to expand into B2C without alienating their current B2B customers.”
This meant developing a brand which could be appealing to both procurement managers who are looking for solutions that meet regulations and cost effectively, as well as design conscious consumers, seeking products with a high level of craftsmanship.
The visual language created by this balancing act is equally comfortable in both a product catalog and a lifestyle Instagram account. Inspire by Ubin’s trademark curves, the new wordmark reflects Zeff’s heritage, while also allowing for flexibility in future product innovation.
“The Ubin has been part of Zeff’s story from the beginning, so referencing its form in the logo felt like a natural way to anchor the brand,” Powell. Powell. The mark is solid and friendly, a visual reflection of the actual product.
The new identity emphasizes precision in technical terms. Zeff products are defined by their design and engineering. Detailed diagrams of the product, waste stream icons and product renderings that move communicate this.
“For B2B audiences, those details are crucial for regulatory reasons, while for B2C customers, they reinforce the product’s design value — showing it’s something you’d actually want in your home,” Hudson-Powell.
Powell and Hudson Powell were conscious of avoiding the visual clichés often associated with eco-friendly marketing. “There’s no need to shout about sustainability with leaf motifs or earthy textures,” Notes Powell “For Zeff, it’s embedded in everything they do, so we could let the design-led approach shine through.”
The colour palette reflects this approach, which combines industrial precision and nature-inspired accents. The crisp whites and grays provide a technical base and are complemented by soft greens and blues that reflect the environmental philosophy of the brand. This is a way to communicate sustainability in a subdued manner without falling prey to predictable stereotypes.
The photography also plays an important part in humanizing the brand. Zeff’s independence is highlighted by natural light, candid angles and the small team of experts.
“It was important to show the real people behind Zeff,” Hudson-Powell. “This isn’t a faceless corporation; it’s a team of passionate designers and makers committed to doing things differently.”
Rebranding did not only influence the external image of the company, but it also had an impact on its product design. Zeff has introduced new waste stream colors that work well for offices, public areas, and homes. Logos are now printed on bins to create a seamless link between product and brand. “When you have that level of cohesion between identity and product, everything feels more considered and intentional,” Powell.
Zeff is preparing to expand its business into the home and navigate new recycling laws. The refreshed brand identity will position Zeff as an innovator in sustainable design and innovation. Zeff does not simply capitalize on the latest eco-friendly trends. It shows how design excellence and sustainability are intrinsically linked.
“Sustainability shouldn’t be a selling point anymore — it should be the baseline,” Hudson-Powell. “The new brand lets Zeff go beyond that baseline, championing design as a key part of what makes their products sustainable in the first place.”
Zeff’s new brand identity is a testament to the fact that recycling does not have to be dull. It can be beautiful, engineered with precision and be ready for whatever waste management may bring us in the future.
