Wikipedia puts Upcycling as "the process of converting waste materials or useless products into new materials or products of better quality or a higher environmental value." For us who deal with the branding and packaging industry this concept assumes greater significance.

In my mind, the pivotal thought here is not reuse, but conversion of the waste to a higher order utility. Here is a brilliant case of a discarded cycle being used as a gate. Brilliantly done.

Internationally, a company called Terracycle has been doing brilliant work in this space, tying up with many an FMCG major. Sharing an examples that I really liked.

Our friends at Busride had chanced upon similar ideas for a retail installation.

Upcycling is definitely a way in which brand owners can not only showcase their responsibility towards the environment, but also create very interesting engagement devices. The entire thought of generate value from waste can actually be put into practice with a little thinking and courage from brand owners.

Many of our designers and you out there are surely Upcyclers. Hoping to see you responding with your own Upcycling examples.

Devatanu Banerjee
Contributed by
Devatanu Banerjee
VP - Retail, IT & New Media
DY Works

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