Alliance Rubber
Band Co. — Sustainable Rebrand
Alliance came with a real, but poorly designed, existing identity in need of a full rebrand. I chose to rebuild it around sustainability and everyday usefulness, redesigning the packaging from the ground up and building full mockups to bring the concept to life, a bold all caps word mark and a "helping hand" motif, with recycled paper packaging designed to double as reusable storage.
BRAND OVERVIEW
Alliance's original identity leaned on flat patriotic blues and reds with no real hierarchy on the packaging. Dense, wordy copy and dull color choices made the product feel like an afterthought, something you'd grab without a second look. Product line names like "Advantage" competed with the Alliance name itself, so
it was never clear whether you were looking at the brand or
just a product variant. The goal was to make rubber bands feel
like something worth choosing, not just something
you happen to need.
CREATIVE BRIEF
CREATIVE BRIEF
The brief
The assignment was open ended: choose a brand or product suffering from poor or outdated design and reimagine it to meet contemporary standards of aesthetics, accessibility, and consumer appeal. I chose Alliance rubber bands, a brand with flat, dated colors, no visual hierarchy, and packaging that did nothing beyond holding the product.
My direction
rebuilt Alliance around sustainability and everyday usefulness, making it feel playful and approachable rather than purely functional. The identity centers on one idea: Alliance does not just hold things together, it builds trust. A hand motif carries that idea through the design, while the bold all caps wordmark gives the brand strength and simplicity. Recycled paper packaging, designed to be reused as storage, ties the sustainability message directly into the object itself.
NEW PACKAGE DESIGN
NEW PACKAGE DESIGN
logo variations
logo variations
visual language
visual language
Deliverables
Deliverables
Intended customer interactions
Customers are encouraged to decorate and repurpose their reusable packaging, sharing their creations with #createalliance or tagging @AllianceRubber to build a creative community around the brand.
Promotional Billboard
sketchbook
Educator program package mockup
The A Hand in the Classroom program is an initiative by Alliance designed for teachers to apply and participate in. It celebrates educators who bring creativity and hands-on learning into their classrooms. Through this program, selected teachers receive a special gift package as a token of appreciation and support for their work. The program reflects Alliance’s commitment to helping classrooms grow creatively and fostering a community that connects educators and makers, one project at a time.
Before and after
Before and after
