The not-for-profit body, which was established to design and deliver the DRS across England, Scotland and Northern Ireland, confirmed the branding ahead of the scheme’s planned launch in October 2027.
Russell Davies, who took on the role of Chief Executive of UK DMO on 5 January 2026, said: “Our new name reflects what this scheme is about: making a simple change that has the power to transform streets, communities and recycling habits across the UK.”
Exchange for Change
According to the DMO, the name Exchange for Change is intended to reflect the core mechanics of the scheme: the return of an empty drinks container in exchange for a refundable deposit.
As part of the announcement, Exchange for Change has also unveiled a new brand icon which will appear on all drinks containers and return points covered by the scheme.
The brand icon has been designed to work across the full range of drinks containers included in the scheme and to be clearly visible on packaging and infrastructure.
Davies explained: “The brand icon is intended to become synonymous with the scheme itself, providing a consistent visual cue that supports participation and helps drive cleaner streets and communities.”
The UK DMO worked with Uncommon Creative Studio on the development of the name and logo.
Logo mandatory on in-scope containers
Under the DRS regulations, the logo will be mandatory on all in-scope containers, covering PET plastic, aluminium and steel drinks containers between 150ml and three litres.
The DMO said the requirement will help customers identify which items can be returned and understand how the scheme operates.
Exchange for Change will now begin working with drinks producers, retailers, wholesalers and the hospitality sector to support adoption of the branding.
Detailed guidance on how and when the logo should be applied, including specifications on placement, sizing and approved formats, is expected to be issued in the coming weeks to allow businesses time to prepare packaging updates ahead of implementation.
Davies added: “We’re excited to take this next step and will keep working closely with partners across the UK, supporting them in preparing for the launch of the scheme and making sure that together we deliver real change and a scheme that works for everyone.”
Industry reaction
Sarah Horner, Director at Reloop UK and Ireland, said: “Reloop welcomes the announcement of the new Exchange for Change brand identity, an important milestone towards delivering the UK’s deposit return scheme.
“More than 55 countries and regions across the world operate successful deposit return schemes, and we are now exciting close to launch of the long-awaited scheme in England, Northern Ireland and Scotland.”
Elise Seibold, Chief Operating Officer at Suntory Beverage and Food GB&I commented: “We welcome this new identity for the UK Deposit Management Organisation, communicating the simple act of returning drinks containers for a deposit to help drive real environmental change.
“Ahead of the October 2027 launch date, we are committed to working collaboratively to deliver a UK scheme that works for everyone – drinks producers, consumers, retailers and wholesalers alike.
“Together, we can create a scheme that reduces litter, bolsters recycling efforts and shapes a more circular economy for our drinks containers.”
Louisa Goodfellow, Policy Manager at Ecosurety, added: “Ecosurety welcomes the continued momentum behind the UK Deposit Return Scheme and today’s announcement from Exchange for Change.
“Early clarity for producers is absolutely essential, and the introduction of the new trading name and brand identity is an important step toward giving businesses the certainty they need to prepare for compliance.
“However, another important area where clarity is still needed is the extent to which Wales will align with the scheme being implemented across England, Scotland and Northern Ireland.”
XXX
Find out more about the policy and regulation updates, technology and infrastructure, and consumer engaging ahead of the introduction of the scheme at the Deposit Return Scheme Conference on 30 April 2026 in London.
Looks to me that the logo is too big, and will waste valuable brand space. Black on white will add to the number of colours to be printed, adding to expense.