Ecoo is a Belgian company that transforms plastic waste into new products and raw materials. The project focused on repositioning the brand to better reflect its broader mission: moving beyond recycling towards circularity, innovation, and sustainable thinking.

Based on brand research, stakeholder feedback, and a renewed brand strategy, I developed a refreshed visual identity that communicates a more contemporary, approachable, and forward-looking brand.

Research showed a clear gap between how the brand was perceived and how the company wanted to be seen. The existing identity felt dated, while the brand story had evolved towards innovation, collaboration, and circular thinking.

The challenge was to create an identity that better reflected these ambitions while remaining recognisable to existing audiences and supporting the company's long-term vision.

The new identity was designed to express optimism, accessibility, and progress. Rather than focusing solely on recycling, the visual language supports a broader story about circularity and giving materials a second life.

Typography, colour, and graphic elements were refined to create a warmer and more contemporary appearance, resulting in a flexible identity that aligns with the company's renewed positioning and can be applied consistently across both digital and physical touchpoints.