USELESS: A digital platform to tackle plastic waste in London


Plastic is the problem of the moment. We’re all getting fed up with the unnecessary packaging that wraps our food and everything we consume, and public anger is growing at the lack of alternative options. We’re all exposed to the problems plastic waste causes through environmental documentaries and grass roots campaigns, but we’re not always told what we can do about it on a personal level.


A lunchtime grumble over our plastic encased meal deal led us to discover the joys of zero-waste shops. Amazing places where you can buy food, drinks, kitchen essentials, toiletries and cleaning products without the packaging, you just bring your own containers and fill them up. There were a few guides out there that mapped the plastic-free shops of London but they were often clunky to use, so we set out to create our own. USELESS was born, a digital directory dedicated to showcasing the capital’s zero-waste establishment and a handy guide to those household items you can swap for a more sustainable alternative. Featuring a personalised illustration of each shop front, users can locate their nearest store and submit the location of any new places that might be popping up in their area.

Map and postcode search helps Londoners find their local zero waste shop.

A digital survival guide gives Londoners ideas for ways to remove plastic from their lives.

As bright as it is bold, the website manages to impart genuinely useful knowledge in a way that strikes the user as engaging, playful and totally free of the preachy tone that can creep into things, when we’re discussing the potential death of the planet we call home.

Josh Baines, It's Nice That
Unique users in first month

Useless was featured in The Evening Standard, Timeout, Secret London, It's Nice That, and Dezeen


USELESS | fighting plastic waste in London

USELESS A beautifully designed digital platform to help cut plastic waste in London. It works by helping Londoners to easily find their local zero-waste shops and by giving inspiration through a digital survival guide.

Business Objectives


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We'd love to chat

Nice and Serious

+44 207 812 1229