Holloway Group, in collaboration with Disruptiv Digital, engaged Handle Branding to create and launch a new brand that would support a major NPD initiative. The challenge was to showcase the company’s innovation in transforming soft plastics into high-performance products. Partnering with IQRenew, the project represents a strong commitment to Australia’s circular economy, converting post-consumer waste into practical, high-quality solutions.

Rawspec was born out of a strategic workshop with Holloway Group stakeholders, where the idea of “Rubbish and Waste” (RAW) evolved into a bold brand direction. From this foundation, Handle Branding delivered a complete brand system from naming, url and identity development through to visual storytelling, product collateral, packaging, and digital presence. The name “Rawspec” was chosen for its dual meaning: addressing “raw” materials and waste while highlighting “specifications” and standards, capturing both sustainability and performance.

The resulting brands visual identity is modern, fresh and functional, underpinned by values of transparency, innovation, and Australian-made quality. A versatile suite of assets was created across brochures, packaging, social media, advertising, and website design, positioning Rawspec as a trusted dynamic leader in recycled manufacturing.

Today, Rawspec stands as a symbol of partnership, innovation, and sustainable transformation, redefining how plastics can be recovered and re-imagined for the future.