Everybird coffee has teamed up with local label, Goatloft, to transform its billboard into 50 one-of-a-kind reusable tote bags.
The collaboration launches during Recycling Week (17–23 October), an annual initiative to raise awareness and educate Aotearoa on best practices for waste minimisation. Five percent of the sale will also go to Forest & Bird to support the Bird of the Year competition.
Goatloft and Everybird have a strong focus on waste reduction and circularity. “Working with Goatloft was a no-brainer,” said Everybird Marketing Manager, Sam Taylor. “We love their work and what they stand for. Their studio is also so close to both the billboard site—just off Karangahape Rd—and our roastery in Mt Eden.”
Since launching in February 2019, Goatloft produced a huge range of beautiful garments and installations out of materials that would have otherwise ended up in landfill. Goatloft has also grown from one man—Eliav Meltzer—to a team of four, recently moving into a new studio in Eden Terrace, Auckland.
All Everybird packaging is home compostable, made by Hamilton-based producer, Convex. “We’ve chosen compostable packaging for Everybird as we believe it’s the best solution we currently have to deal with packaging waste, besides reusable and refillable options, which can be difficult to implement in major supermarkets,” says Kōkako and Everybird MD, Mike Murphy.
The billboard itself has been through a number of alterations – each fulfilling a different purpose. When it went up in July above SH1, it was a simple brand awareness ad, showing off the packaging – in particular the fun illustrations, designed by award-winning agency, Marx.
Back then, the billboard simply said ‘Something’s brewing. Drink Everybird.’ As time went on, the team commissioned local signwriter, Marcus Watson, to hand paint the billboard, changing the message from ‘drink’ to ‘wear’. He also painted tote bags (in Everybird’s neon brand colours) onto the characters, alluding to the upcoming metamorphosis.
“The tote bags will be available at the Everybird website for $50 each. The bag designs will be a lucky dip, with customers rolling the dice to see which design they get. “Some are super graphic, some hero the illustrations, some have hand-painted elements on them – they’re all so fun and different from one another,”
As the bags launch when the Bird of the Year voting opens, 5% of each purchase will go to Forest & Bird.
