Muuse is revolutionizing packaging with its smart, reusable system, providing a sustainable alternative to single-use packaging across the globe.

Muuse

Brand Strategy. Content Strategy. Inbound Marketing. Social Media Management.

Black container of prepared salad with vegetables and possibly grilled chicken, with a label indicating borrow, enjoy, return, and a QR code for borrowing.

Muuse offers a seamless alternative to single-use packaging for corporations, cafés, and consumers. Through a unique system that tags each reusable item with a QR code, Muuse tracks and monitors its packaging inventory, providing real-time data on usage and impact. To date, Muuse has diverted more than 400,000 single-use plastic items from landfills and saved over 50 tonnes of CO2 emissions across Singapore, Hong Kong, the US, and Canada, while achieving a remarkable 98% return rate without requiring deposits. Their expertise in sustainability extends beyond food and beverage, enabling a broader shift toward sustainable consumer products.

Smiling man with a beard and receding hairline in front of a window.

Jonathan Tostevin
CEO, Muuse

"It's been a great experience working with not so creative. They helped define our strategy and turned the ideas in our heads into something concrete. They developed our mission, vision, values, and identity, unlocking it all in a way that was super cool.
Another standout has been the LinkedIn communications. Customers often comment on how impressive our LinkedIn is, thanks to their work in defining our messaging and maintaining a really good drumbeat of interesting content that's reaching the audience we want to engage with.
They're also a fantastic team to work with—flexible, accommodating, and invested in our success. They truly understand what we're trying to achieve and take ownership of our brand. Overall, it's been a great experience."

Communicating a Massive Impact

With 400,000 single-use containers diverted from landfills and 50 tonnes of CO2 saved, Muuse’s environmental contribution was significant, yet their communication didn’t fully reflect this. The focus had been primarily on B2C messaging, while the real need was to target decision-makers in B2B. This misalignment meant Muuse wasn’t effectively communicating its extensive global impact and the breadth of its services to the right audience.

Orange background with white text that reads "Making Reuse Second Nature" and the logo of Muuse. A hand holding a stainless steel container with a QR code on it. Icons at the bottom showing a QR code for traceability, a recycling symbol for returnability, and a globe representing universality.

Refining the message for

greater reach

To solve this, we developed a comprehensive brand strategy and communication plan that shifted Muuse’s focus from B2C to B2B. This repositioned their messaging to engage key stakeholders and decision-makers in target industries. Our approach included:

  • Developing lead generation content based on extensive research, such as the Guide for businesses navigating Hong Kong’s single-use plastic ban and Insights on reusables for office catering in Singapore.

  • Crafting in-depth case studies that highlighted key successes, challenges, and metrics, such as Muuse’s projects with Our Tampines Hub (Singapore) and Swire Properties at Taikoo Place (Hong Kong).

  • Amplifying the results of large-scale projects with existing partners like Starbucks Hong Kong and the Municipality of Banff (Canada) through LinkedIn & website communication.

A handbook cover titled "Navigating the Plastic Ban with Reuse as a Service: A Guide for Hong Kong Businesses" displaying a reusable stainless steel tumbler with a QR code sticker, and a black compostable container filled with a fresh salad, with a hand holding a wooden fork. The logo at the bottom reads "muuse."
Infographic about plastic waste and packaging alternatives, highlighting environmental concerns, the shift to disposable alternatives, biodegradability, and compostable packaging, with images of disposable containers, plastic waste, and eco-friendly packaging.

Driving B2B Success

The new brand strategy and communication efforts have led to:

  • A consistent LinkedIn presence that increased awareness and doubled followers within a few months.

  • Support with LinkedIn outbound activities to generate leads in the B2B space.

  • Increase of website traffic in target markets and inbound leads to facilitate business development

A hand pouring a pink beverage from a stainless steel thermos into a matching stainless steel tumbler against a black background.
A collection of Starbucks coffee cups on a wooden surface, with a brown background. The cups have about six, some with whipped cream and toppings, and labels indicating they are part of a reusable cup program. The overlay text reads: "The Power Behind a Reusable Coffee Cup" and mentions "The Muuseletter, Issue No. 7", with the Muuse logo at the top left.

Want to know more?

Get in touch with us to receive specific metrics from our work with Muuse & let’s talk about how not so creative can help amplify your brand’s impact through strategic, creative communication.