PRUVIA

PRUVIA is a German start-up company based in Fürth, Bavaria, dedicated to recycling plastics. By chemically recycling plastics using a special technology, a synthetic oil is produced that can replace mineral oil in the production of new, high-quality plastic. This technology enables an infinite recycling cycle of plastics and also saves the CO2 emissions that would otherwise be produced by incinerating plastic waste. To make the general public aware of its mission and its contribution to solving the plastic waste problem, the company relies on both B2B and B2C communication. The new brand design was developed with the aim of ensuring a high level of differentiation from competitors on the one hand, and on the other hand to encourage the public to identify with the company and its goals by appearing low-tech, trustworthy and approachable. The brand claim “See the World Redefined” appears inviting and optimistic and deliberately avoids associations with the chemical or recycling industries. In its logo, the PRUVIA Phoenix, the company also refrains from using industry-typical symbols and colours. Instead, the stylised soaring bird is intended to visually represent a new way of thinking and acting and the associated dynamism. The Sarabun font used for the logo and headlines, with its mixture of round, dynamic shapes and straight lines, underlines the brand’s self-confident appearance. In addition to white and black, the corporate colour copper is used to set elegant accents and convey technological quality. Across all communication channels, PRUVIA, moreover, relies on storytelling and simple, easy-to-understand language to explain the technological processes and convey background information. This is complemented by emotionally captivating images showing people in everyday life using various plastic products. Sunrise scenes convey a mood of optimism. In addition, PRUVIA uses self-developed and designed infographics in its communication to illustrate the complex interrelationships involved. The actual technology, in turn, is presented using 3D renderings that explain the recycling process step by step.