Kierrätyskeskus – research and brand crystallization

In our research, we focused on the hidden motives, situations, and images of reuse. Alongside strong environmental communication, there was also a desire to strengthen the message of buying goods for new experiments, styles, and life situations. Goods for different needs can be obtained cheaply from circulation, and the selection is more extensive than many would believe.

Reuse was wanted to be brought as a stronger and more attractive option alongside buying new, and at the same time, lower the threshold for making donations.

The red thread crystallized into “Goods to a new life,” which would appeal to the buyer, the donor, and society more broadly. Kierrätyskeskus believes above all in the circulation of goods, whether refurbished or as is. This is one of the most favorable options for the environment.

At the same time, the idea of “goods rescuers” at Kierrätyskeskus was also launched, which was intended to communicate more strongly the critical role of employees as key players in increasing reuse.

• Ethnographic research
• Brand strategy
• Visual update
• Marketing concept and execution