Litterrally is a mobile trash pick-up dance party. The founders asked for a fun brand identity and significantly different from the serious tone that is usually given to environmental concerns. They want us to relate with trash in a more physical, active, emotional and positive way. We knew we had to create a brand identity that made young people interested in becoming part of the active cleaning community, such as Millennials and Gen Zs. To do so, we interpreted movement, cities and of course litter in a colorful illustration of giant pieces of plastic that are smeared among tiny people who dance against it. For the logo, we wanted to speak about messy dance moves and litter in a minimalistic and clean way, so we made custom characters that embrace both opposite concepts.