A brand realignment project, shifting from start up to an eco-innovator PMI.
Client
Re-Cig
Year
2026
Services
Brand Realignment
Brand Strategy
Design
Creative Direction
Country
Italy
The NextStandard
Brief: Re-Cig is an innovative company focused on the treatment and transformation of cigarette waste through a proprietary industrial process. As the business evolved beyond its startup phase, the need emerged to reposition the company within a broader industrial and technological landscape, moving past the perception of a niche recycling player. The challenge was to define a brand capable of expressing scale, credibility and long-term vision, while opening the business to new strategic directions.
Work: We worked on a brand realignment activity, redefining Re-Cig’s positioning, shifting the narrative from recycling to eco-industrial evolution. A new brand platform was developed to support a more ambitious and scalable vision of the company, extending beyond its core activity. This direction was translated into a visual and verbal identity designed to convey structure, innovation and clarity, while remaining flexible across different contexts and stakeholders. The payoff ‘The Next Standard’ captures this transition, positioning Re-Cig as a forward-looking player capable of setting new benchmarks within its industry. The identity was then applied across key touchpoints, including digital platforms and communication materials, ensuring consistency and recognizability throughout the system
