When the CPG plastics company ELEN Packaging (now a division of Inteplast Group) choose to refresh the Canadian brand, “waste management” emerged as an important theme. For the obvious reasons, but also because that is exactly what the Quikki Brand needed. Essentially we helped them amplify the good and eliminate the waste, clutter and interference. Its important to know when it is appropriate to reinvent and when it is better to salvage the foundation.