Aubergine - The colour of reusability

Jeannette Morath, initiator and current CEO of reCIRCLE, was often confronted with this question at the beginning: “Jeannette, that’s a cool idea, your reusable network. But have you really thought about the colour? It’s not available anywhere yet.” And of course the second prank immediately followed: “Is purple your favourite colour?” To cut a long story short: Yes and no!

Before the idea of “reusable as a network” came true, it took a lot. The colour of the reCIRCLE reusable tableware was a very central one. How do people who like to eat take-away find out that there is such a box? Only by chance, when they go to one of the 24 pioneer restaurants of reCIRCLE to get their lunch. Unless the colour is so unique that it stands out! reCIRCLE is a behavioural change that needed to become visible.

Visibility of reusable packaging

Jeannette’s vision is that aubergine will become THE reusable colour. In the beginning, we needed the colour to be so eye-catching that people wondered what new things we were carrying around. It was our kind of guerrilla marketing. “When I’m in the city of Bern at lunchtime today, many Bernese people carry a BOX with them. An image that always makes me happy!” says Jeannette Morath.

Scientifically developed

As we have already learned, the colour is not Jeannette’s favourite – although, Jeannette, today it should be, shouldn’t it? It was important that the colour occurs in food and that it is still fresh and unused. Based on a scientific study on the limbic system’s perception of different colours, “HAFL” chose “aubergine” for our reusable network. And since 2016, it has adorned all reCIRCLE products.

Fits every food style and all genders

Whether carrot soup, penne all’arrabiata, green curry, hash browns with sausage or sushi – every meal looks delicious in the BOX… An added bonus is that discolouration, for example from turmeric or tomato sauce, is not as strong in the aubergine-coloured boxes. And the highlight: the colour is gender-neutral.

Tip for reCIRCLE fans who want to prolong the beautiful life of their BOX: Put it in the sun. Turmeric is like Dracula, in the sun it decays to nothing.

And when will you become part of the aubergine-coloured revolution?