REDU Materials

The rule they were rewriting

For decades, “weird waste” – non-recyclable materials like tires, textile scraps, and industrial byproducts – was considered impossible to recycle, leaving it to pile up in landfills and ignored by mainstream manufacturers. As an experimental brand under Multy Home, REDU applies cutting-edge material transformation to new waste streams, proving that sustainability can scale without compromise.

Grid of REDU Materials marketing graphics featuring recycled waste and sustainability messages like "Where others see waste..."

The rule we rewrote together

We helped REDU transform the narrative around waste, proving that even the most overlooked materials could power innovation, beauty, and value. To position REDU for impact and credibility, we:

Named the mission:

Introduced terms like “weird waste” to educate audiences on REDU’s mission while making sustainability approachable and engaging.

Defined the brand’s edge:

Developed a messaging framework and brand archetype that positioned REDU as a pioneer in material innovation, inspiring retailers and eco-conscious consumers.

Collage of REDU Materials social content showing recycled pellets, butterfly imagery, landfill waste, and sustainability statistics.

Brought the process to life:

Designed moodboards, static content, corporate videos, and a standalone website to bring REDU’s transformative process to life across social media, e-commerce, and LinkedIn campaigns.

The impact

REDU Materials debuted as a category-defining brand, achieving:

Sustainable product innovation:

Diverted millions of tires and non-recyclable materials to create hundreds of products now available at major retailers like Costco and The Home Depot.