Embedding Indigenous heritage into Envirobank’s brand experience.

Envirobank, founded by Indigenous entrepreneur Narelle Anderson, a descendant of the Waanyi people of the Gulf of Carpentaria, rewards Australians for recycling through the 10-cent refund scheme. While its brand identity was intentionally functional and utilitarian, it overlooked a deeper strength—its Indigenous heritage. The challenge was to evolve from purely functional branding to an experience that reflected humanity, culture, and community.

Ne-Lo partnered with Coolamon Creative, a studio founded by sisters descended from the Dagoman people, to bring Indigenous storytelling to the forefront. Together, we created environmental murals for depots and community characters designed to reflect all walks of life. These artworks were embedded into a flexible brand system, shaping signage, uniforms, collateral, and communications. Beyond the visuals, we drew on Indigenous values to inform the employee value proposition, future community-led depots, and sustainable land practices.

By leveraging a unique pillar of the brand strategy, Envirobank’s founder story was woven into every interaction, not a one-off campaign. This continues to guide a cultural shift—aligning company practices with community values and passion for the land. The result is a richer, more authentic identity that celebrates heritage, builds pride, and reframes recycling as a shared journey of sustainability.