Townew is the first self-sealing, self-changing trash can. It’s fully automated using infrared motion sensors to seal in odors and take the mess out of changing the trash. Based in Toronto, townew was ready to launch their first product via a crowdfunding campaign on Indiegogo.

Mintr was tasked with creating the messaging, imagery, and information architecture for the Indiegogo crowdfunding page to launch the new townew product.

The Messaging
Townew had an innovative product, but their challenge was going to be explaining the technology and conveying the benefits of a high-tech trash can to their target audience. After researching the industry, the mintr team developed the brand story and messaging to reflect the sleek look, sociable voice, and modern convenience of the townew.

The Crowdfunding Campaign
Mintr identified the townew target audience’s concerns about switching from the standard trash can to a cutting-edge, automated one. Establishing a clear information architecture for the content strategy and campaign page highlighted the usability of the smart trash can. Along with custom infographics and digital design, the Indiegogo campaign page engaged potential backers with the possibility of trash without the mess or hassle.

The Impact
The goal for the townew campaign launch was to generate six-figure revenue within a 60-day period. The campaign raised over $144,000 with 1,729 new customers.

Townew was recognized by Time Magazine as one of the most innovative products of 2019 and received the Consumer Electronics Show (CES) 2020 Innovation Award Product. Their automated trash can changed the way people see their everyday messy chores.