If Ecoembes changed its identity at the beginning of this year, now it is the turn of Ecoglass. The SCRAP, which manages the selective collection of glass containers, has presented a strategic redefinition of its brand. The new image seeks to reflect the trajectory of the system in Spain, as well as the experience and reputation of Ecovidrio, “its closeness and ability to look to the future with ambition in a period marked by Spain’s challenges in terms of recycling and circular economy”explained in a statement.
It has carried out a process of active listening to all its audiences of interest
To formulate your new brand story, Ecovidrio has had the consulting firm Prodigioso Volcántogether with who has carried out an active listening process to all its stakeholders. In-depth interviews have been carried out with members of the value chain, food and beverage companies that package in glass and public administration, as well as the analysis of other international reference companies.
The new brand platform revolves around a purpose that summarizes its role as a key agent in the transition towards a circular model: “Make the transformation of our towns and cities a reality in the face of the challenges of the circular economy so that the efforts of companies, administrations and communities prosper thanks to our knowledge, dedication and capacity for innovation.”
This positioning has been encapsulated in the new tagline “Knowledge. Dedication. Results”.
Furthermore, the visual universe which has been created to redefine this new brand strategy has followed the principles of sustainability, as explained by the company, with a graphic line designed with minimal resources and efficiently. This translates, for example, into the choice of a single typography, accessible to all users and optimized, which reduces resource consumption and has a lower impact on printing and in the digital sphere; or in the use of colors, which facilitate their reproduction without excess ink.
In the words of Beatriz Egido, Director of Communication and Sustainability at Ecovidrio: “We are aware of the role of Ecovidrio’s activity in society and we hope that this new brand platform will help us better connect with our audiences to convey to the Administration and the glass packaging industry that we are their best ally, but also to mobilize all citizens and achieve circularity objectives.”
The green container, protagonist in the logo
The new visual identity also has a new logo that evolves from the previous one, opting for the tall green box and the elimination of the Green Dot symbol. In its place, a representation of the Ecovidrio container has been added to the company’s new logo.
And Ecovidrio’s management model, the SCRAP (known as “the green container”), is characterized by work on the ground. For this reason, in this new visual identity the company has given greater prominence to the iconic igloo, considered one of the most recognized symbols of glass recycling, and thus incorporates it into the logo in the shape of isotype.
