As a software company, we don’t often get to make physical things. So when we do, we want to make it count.

Our rebrand with NB Studio last year was one of those moments. A chance to bring the new Streamtime identity into the real world,  in a way that still felt unmistakably us.
The bar was already high. There are Streamtime socks doing the rounds at yoga classes,
and a quietly iconic mug that reads “To Do” when full, and “Done” when empty.

So.. No pressure.

We explored everything from puzzles to scrunchies, but kept coming back to something simple: keyrings. Specifically, our new smileys.
They’re central to the brand - inspired by the Kiki/bouba effect, and capture the emotional swings of creative work better than anything else we tried.

As a B Corp, how something is made matters just as much as what it is.
That led us to Defy Design, a Sydney-based studio turning plastic waste into new products. Everything happens locally in their Botany warehouse. Sorting, washing, shredding,
and remaking with a clear goal: keep existing materials in play and cut out virgin plastic.

We started with three smileys: happy, frowny, and winky. A small set that says a lot about the reality of creative work - it’s never just one mood.

Then came colour, where it really gets interesting.

Working with recycled HDPE isn’t about picking from a perfect Pantone - it’s about blending, testing, and embracing a bit of unpredictability.
The upside? Beautiful, terrazzo-like finishes that feel completely unique.
We went back and forth with swatches until we landed on something that felt right.


After a few rounds of swatches, samples and small tweaks (deeper logo, sturdier ring), we landed on something that felt right - playful, durable, and a little bit different.

As the Defy team put it:

“Promotional products don't have to be throwaway.
When Streamtime approached us wanting a keepsake their customers would be proud to carry, we got to work, crafting a keyring from 100% Australian-sourced recycled plastic that's as considered as it is fun!
They were fantastic to work with: clear on their vision and committed to doing it sustainably.
Sustianable without comprimise, this is the kind of partnership that sets a new standard for the industry, we're genuinely excited about what comes next.”

Merch is easy to get wrong. It often ends up at the back of a drawer (next to the tote bags). We wanted to make something people would actually want to keep. We’re really proud of how these turned out, and even prouder of how they were made.

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If you're a Streamtime customer, and love our keyrings as much as we do - get in touch and we'll have some sent over to you.
And if you’re thinking about making something of your own, Defy are well worth a look.