Founded by Julia and Jordy Kay, Great Wrap was born when the duo developed a compostable stretch wrap by applying over-the-horizon science to simple potato skin, which proved superior to the alternatives in terms of performance and impact. Over the years, the brand has since evolved from B2B to B2C and even successfully created a cling wrap dispenser from recycled PET bottles.

From the onset, the design challenge was to break Great Wrap out of the traditional green eco and reusable market. With the belief that a 'green' product does not have to adhere to green stereotypes, A Friend of Mine aimed to avoid green visual tropes in order to differentiate Great Wrap from its competitors. They sought to challenge old ways with an innovative design solution that helps customers navigate the eco-conscious market in a compelling manner.

Instead of being just a typical eco-friendly name, A Friend of Mine repositioned the brand as a material science company that is a game-changer in its field. Although the folks behind Great Wrap are serious about the science behind their product, they also believe in having fun along the way. Through a rigorous brand strategy workshop, A Friend of Mine defined the brand's values and tone of voice along with a new brand positioning statement – "Greater than Good".