Every can counts

Preserving the world’s
resources, one drink
can at a time.

Green metal can

Deliverables:

  • Brand strategy
  • Brand identity
  • Awareness campaigns

Every Can Counts, initiated by Alupro, aims to make recycling aluminium drink cans outside the home easy and accessible. By creating a brand identity that resonates with individuals and organisations alike, the initiative has become a pan-European leader in promoting can recycling on-the-go. With a clear mission to achieve 100% recycling of beverage cans across Europe, Every Can Counts has grown to reach millions, establishing over 15,000 branded collection points in 14 countries.

ECC Logo
ecc poster saying long-live-the-can

Driven by the vision of 100% can recycling in Europe, Every Can Counts was created to address the lack of recycling infrastructure for beverage cans outside the home. Aluminium is infinitely recyclable, yet millions of cans end up in landfills each year due to inadequate collection systems. The initiative’s challenge was twofold: to raise awareness of the environmental benefits of recycling aluminium cans and to build a robust network of collection points that would make recycling a convenient habit for everyone. Their goal was not only to educate but to inspire a cultural shift towards seeing every can as a valuable resource.

ECC messaging
ECC staff at event
ECC green metal bottle

To develop a brand that could inspire change, we began by identifying the core values of the initiative: positivity, innovation, and a proactive approach to sustainability. Our research highlighted the unique advantages of aluminium recycling—unlike other materials, aluminium can be recycled indefinitely without loss of quality. This insight led to the creation of the campaign proposition: ‘metal recycles forever.’ We crafted a brand identity that is energetic, approachable, and focused on action. The name, “Every Can Counts,” emphasises the power of individual contributions, making it clear that every can recycled brings us closer to a sustainable future.

colourful posters of ECC messaging
colourful images of hands holding cans

The breakthrough came with the realisation that recycling is not just an environmental responsibility but a collective opportunity. The new brand identity conveys this through bold visuals, engaging messaging, and a call-to-action that is both empowering and educational. The vibrant logo and colourful branding were designed to stand out at events, festivals, and public spaces, turning collection points into beacons of sustainability. Campaign slogans like ‘Can to a can in just 60 days’ and ‘Open. Drink. Recycle. Repeat.’ underscore the simplicity and impact of recycling, making it easy for people to participate. This approach has not only raised awareness but has also inspired tangible action across Europe.

ECC tote bag with the text
ecc-can-event-branding

Every Can Counts has successfully transformed from a grassroots initiative into a prominent pan-European movement. The brand now operates in 14 countries, with a presence at major events and over 15,000 branded collection points. The campaign has reached 21 million people, significantly boosting can recycling rates. This success has positioned Every Can Counts as a leader in the push for a circular economy, demonstrating that achieving 100% can recycling is within reach. By making can recycling fun, accessible, and impactful, the initiative has galvanised communities and organisations to join the effort, setting a benchmark for environmental campaigns across Europe.

map of europe

We’ve worked with Studio North for over 10 years. The longevity of the partnership speaks volumes – they deliver. Nick and the team are fun and effective, they produce high quality results across the board, always mindful of budget constraints (which matters a lot when you’re a not-for-profit like us). They understand what we need, and encourage us to be brave.


Bev Burnham
Head of Marketing and Communications – Alupro