Client
Oz Harvest Use It Up Tape
Oz Harvest is Australia's leading food rescue organisation, collecting quality surplus food and delivering it to people in need. Founded in 2004, the organisation has rescued over 200 million meals across Australia. The Use It Up Tape initiative was developed as part of the broader 'Wasting Food Is Worse Than' campaign at R/GA Sydney, taking a different approach to the same problem: rather than communicating about food waste, it intervened in the behaviour directly.
+ PROJECT OVERVIEW
Design for the OzHarvest Use It Up Tape initiative at R/GA Sydney. A product designed to make food waste visible at the exact moment the behaviour occurs. Applied to open food packaging at home, the tape prompts people to finish what they have before buying more. A simple physical intervention at the point of the behaviour itself, rather than a message delivered at a distance.
The brief required designing something people would actually want to use: a product with enough visual confidence to sit on a kitchen shelf without apology, and enough clarity of purpose to change behaviour without instruction. It sold out within 24 hours of launch.
+ WHAT WE DELIVERED
Design for the Use It Up Tape product, including visual identity, label design and packaging. A product designed to function as both a practical household tool and a visible statement of intent. Editorial imagery for digital and social distribution supporting the product launch. Campaign asset production connecting the tape to the broader 'Wasting Food Is Worse Than' awareness programme. Assets delivered across digital and social formats to support the launch rollout.
+ OUTCOME
The Use It Up Tape sold out within 24 hours of launch. That result confirmed the central argument: purposeful design, when it solves a real problem rather than communicating about one, creates genuine demand. The product demonstrated that the most effective cause design changes behaviour at the point of the behaviour, not at a distance. Purpose-driven design with measurable real-world impact.
+ MY DELIVERABLES
Product design and visual identity for the Use It Up Tape initiative. Label design and packaging specification. Editorial imagery for digital and social distribution. Campaign asset production connecting the product to the 'Wasting Food Is Worse Than' programme. Delivered at R/GA Sydney.
NAVIGATION
SELECTED WORK
© 2025 Shelley Stellenberg. All rights reserved.
We are proud to acknowledge the Wurundjeri Woi Wurrung people of the Eastern Kulin Nation as the traditional custodians of the land on which we work. We pay respect to their Elders past and present.
NAVIGATION
SELECTED WORK
© 2025 Shelley Stellenberg. All rights reserved.
We are proud to acknowledge the Wurundjeri Woi Wurrung people of the Eastern Kulin Nation as the traditional custodians of the land on which we work. We pay respect to their Elders past and present.
NAVIGATION
SELECTED WORK
© 2025 Shelley Stellenberg. All rights reserved.
We are proud to acknowledge the Wurundjeri Woi Wurrung people of the Eastern Kulin Nation as the traditional custodians of the land on which we work. We pay respect to their Elders past and present.
Client
Client
Oz Harvest Use It Up Tape
Oz Harvest Use It Up Tape
Oz Harvest is Australia's leading food rescue organisation, collecting quality surplus food and delivering it to people in need. Founded in 2004, the organisation has rescued over 200 million meals across Australia. The Use It Up Tape initiative was developed as part of the broader 'Wasting Food Is Worse Than' campaign at R/GA Sydney, taking a different approach to the same problem: rather than communicating about food waste, it intervened in the behaviour directly.
+ PROJECT OVERVIEW
Design for the OzHarvest Use It Up Tape initiative at R/GA Sydney. A product designed to make food waste visible at the exact moment the behaviour occurs. Applied to open food packaging at home, the tape prompts people to finish what they have before buying more. A simple physical intervention at the point of the behaviour itself, rather than a message delivered at a distance.
The brief required designing something people would actually want to use: a product with enough visual confidence to sit on a kitchen shelf without apology, and enough clarity of purpose to change behaviour without instruction. It sold out within 24 hours of launch.
+ WHAT WE DELIVERED
Design for the Use It Up Tape product, including visual identity, label design and packaging. A product designed to function as both a practical household tool and a visible statement of intent. Editorial imagery for digital and social distribution supporting the product launch. Campaign asset production connecting the tape to the broader 'Wasting Food Is Worse Than' awareness programme. Assets delivered across digital and social formats to support the launch rollout.
+ OUTCOME
The Use It Up Tape sold out within 24 hours of launch. That result confirmed the central argument: purposeful design, when it solves a real problem rather than communicating about one, creates genuine demand. The product demonstrated that the most effective cause design changes behaviour at the point of the behaviour, not at a distance. Purpose-driven design with measurable real-world impact.
+ MY DELIVERABLES
Product design and visual identity for the Use It Up Tape initiative. Label design and packaging specification. Editorial imagery for digital and social distribution. Campaign asset production connecting the product to the 'Wasting Food Is Worse Than' programme. Delivered at R/GA Sydney.
Client
Client
Oz Harvest Use It Up Tape
Oz Harvest Use It Up Tape
Oz Harvest is Australia's leading food rescue organisation, collecting quality surplus food and delivering it to people in need. Founded in 2004, the organisation has rescued over 200 million meals across Australia. The Use It Up Tape initiative was developed as part of the broader 'Wasting Food Is Worse Than' campaign at R/GA Sydney, taking a different approach to the same problem: rather than communicating about food waste, it intervened in the behaviour directly.
+ PROJECT OVERVIEW
Design for the OzHarvest Use It Up Tape initiative at R/GA Sydney. A product designed to make food waste visible at the exact moment the behaviour occurs. Applied to open food packaging at home, the tape prompts people to finish what they have before buying more. A simple physical intervention at the point of the behaviour itself, rather than a message delivered at a distance.
The brief required designing something people would actually want to use: a product with enough visual confidence to sit on a kitchen shelf without apology, and enough clarity of purpose to change behaviour without instruction. It sold out within 24 hours of launch.
+ WHAT WE DELIVERED
Design for the Use It Up Tape product, including visual identity, label design and packaging. A product designed to function as both a practical household tool and a visible statement of intent. Editorial imagery for digital and social distribution supporting the product launch. Campaign asset production connecting the tape to the broader 'Wasting Food Is Worse Than' awareness programme. Assets delivered across digital and social formats to support the launch rollout.
+ OUTCOME
The Use It Up Tape sold out within 24 hours of launch. That result confirmed the central argument: purposeful design, when it solves a real problem rather than communicating about one, creates genuine demand. The product demonstrated that the most effective cause design changes behaviour at the point of the behaviour, not at a distance. Purpose-driven design with measurable real-world impact.
+ MY DELIVERABLES
Product design and visual identity for the Use It Up Tape initiative. Label design and packaging specification. Editorial imagery for digital and social distribution. Campaign asset production connecting the product to the 'Wasting Food Is Worse Than' programme. Delivered at R/GA Sydney.