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


Every Can Counts was born out of a need to understand, and then stimulate and promote, the infrastructure for recycling aluminium drinks cans outside the home. Our client, Alupro developed an initiative to make it easy for organisations to recycle drink cans, and to encourage recycling by individuals ‘on the go’. It needed a brand identity and it needed sign-ups.




Brand strategy / Brand identity / Awareness campaigns

Every Can Counts brand logo
Every Can Counts Campaign poster


The brand name Every Can Counts promotes the belief that no action is too insignificant to make a difference. Campaign messages are simple but powerful and built around the unique qualities of a drink can which defined our focused proposition: ‘metal recycles forever’.


An aim to recycle 100% of drink cans across Europe.


Drink cans – because they’re infinitely recyclable.


Because every can really does count.

Every Can Counts can style brand illustrations
Brand awareness posters for Every Can Counts
Every Can Counts event brand activation
Every Can Counts event brand activation
Every Can Counts campaign awareness posters
Branded can collection bin


Every Can Counts has successfully established itself as the pan-European umbrella brand for promoting drink can recycling outside the home with a presence in 14 European countries. The brand reached 21m people across 15,000 branded collection points. It continues to grow and grow.

Every Can Counts European map showing campaign success


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

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