Nottingham City Council's recycling team needed an identity to promote its 'Waste In School Education' campaign. The new identity was to be used in local primary schools, promoting the key messages 'reduce, reuse, repair and recycle'. Purple Circle developed the 'Wise' owl, which would appeal to the younger audience. Designer Johanna Drewe hand-crafted a soft-toy, using bits of recycled material. The look and feel was carried across certificates printed on the back of used cereal packs, school posters, flyers and newsletters. Stationery, badges and an interactive game were also produced.