Resand
Category: Paras Design
From a locally operating recycling company to a digital industry leader ending sand waste globally
Today, metal foundries produce around 70 million tons of waste sand each year. A sand recycling start-up from Finland had the solution, but no one knew about it. Through a complete renewal of their name, brand, tonality, visual identity, and a digital leap they were transformed into a bold, purpose-driven technology brand to better match their mission to end sand waste. From a company operating only locally, they went to a leading tech company able to help foundries around the world end sand waste with the help of their digital presence. Focusing on the brand’s Finnish heritage, industry knowledge, leading innovation, and robust technology inspired Resand’s new purpose-driven approach to help the world’s foundries to stop wasting sand.
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, had the solution and technology to help. They saw the need for a complete identity renewal to get ready for international target markets.
In order to end waste sand, they needed to branch out to the international market. To accomplish that, they needed to refresh everything, improve their digital presence, and show the world how sand waste can be ended for good.
Starting point
With the company's aspiration to distinguish itself in the B2B metal foundry industry, we recognized the importance of having a confident voice that resonates as a forward-thinking technology company. The brand's tonality and key messages were crafted to reinforce their mission of reducing sand waste.
The goal was to establish a visually striking yet clean identity that would transform the brand from a modest recycling startup to a strong voice as a foundry technology brand operating digitally across the globe. Drawing inspiration from their sand recycling machinery and its form language, the color and texture of the sand material became central elements in shaping the identity.
Creative approach
The new name, Resand, was coined to reflect their commitment to sand preservation and recycling. Aligned with the brand's mission to end sand waste, the revamped brand tonality and key messages are designed to resonate with targeted foundries. The logomark draws inspiration from curved metal features within Resand's machinery, while the logotype and headline typeface incorporate soft, sand-like detailing. The colour palette signifies the shift from dark, used sand to cleaner, lighter sand, highlighted by a vibrant molten orange that symbolises the heat invloved in the cleaning process. This transformation positions Resand as a purpose-driven brand, setting it apart from the more conventional players in the industrial landscape.
Implementation
From local to global: The image shows how the brand (Finn Recycling) was before, with the tonality and appearance of a small scale recycling plant. The imagery and material to follow shows the brand transformation.
New strategic position as a global industry leader through film
Resand’s big mission is to end waste sand globally, and that was brought as part of their renewed brand and positioning. To amplify the message, we created brand films that introduced Resand’s solution but made the brand available to everyone through digital platforms. Leading industry experts were interviewed for one of the brand films to talk about the global sand crisis. The documentary-style film helped create the required credibility for Resand’s international positioning and was shown at industry events and fairs to introduce the brand.
The identity for communication
The design of the identity was consciously crafted for a digital first communication approach, from a clean flat design for the graphic elements to a set of typefaces perfectly built for screen – communication from social media, website pages and presentations were made with a purpose-driven voice and designed in a simple, manifestational style.
