The circular sand company

The world is running out of sand, with billions of tons of sand being used and wasted each year. Foundries at the moment are only able to recycle a fraction of the sand they use, producing about 70 million tons of waste sand every year. The Finland-based company, formerly FinnRecycling, wanted to refresh everything.

The new name, Resand, was derived from their sand preservation and recycling service. We developed a brand story, tonality, and key messages to support their mission to reduce sand waste. The visual identity drew inspiration from their sand-reclaiming technology and the material itself. The logotype and design elements are intricately linked to Resand's machinery and sand-cleaning process. A modernist headline typeface features sand-like detailing, and the color palette represents the transformation from dark, used sand to a clearer shade, symbolizing the heat of the process.

The rebranded Resand has transformed from a modest recycling startup into a global foundry technology leader, setting them apart as a purpose-driven brand among conventional heavy industry players. Their launch led to a remarkable 50% organic increase in their social channels and ongoing connections with suitable partners worldwide. The brand materials provide them with a clear framework for maintaining consistency and messaging as they expand into new markets.