Rethink
Rechargeables

Deliverables: Brand Positioning, Communication Platform, Brand Activation, Visual Identity

GP is a Hong Kong-based producer of batteries, chargers, portable electronics and power banks. It is the third-largest battery producer in the world. GP wants to pioneer rechargeable batteries, but previous product experience has given rechargeable batteries a poor reputation. Consequently, GP decided to reinvent the category entirely, break free from outdated battery legacy and reinvent its Recyko brand with universal consumer appeal.