Circular Systems is a materials science company focused on transforming waste into valuable fiber, yarn, and textile fabrics for the fashion industry.

The social purpose corporation is focused on creating a net positive impact on the environment, society, and economy. Through their innovative waste-to-fiber platforms Texloop™ and Agraloop™, combined with the Orbital™ Hybrid Yarn technology, they offer breakthrough solutions for the most efficient management of textile and agricultural waste streams.

After maintaining individual brand identities for their waste-to-fiber platforms Texloop™, Agraloop™ and Orbital™, Circular Systems decided to change their overall marketing and brand direction. The new strategy developed by Marketing SVP Andrew Schulenburg and the leadership team was to unite them under the umbrella of the parent company and focus on creating a single, strong and consistent identity.

The team approached Montebelo to rethink the visual identity of the parent brand and its sub-brands. We worked closely together with Circular Systems to develop a new brand system that allows them to express their commitment and scientific curiosity in a clear and engaging way.

Our starting point for the identity was the circular shape of the original logo drafts, and we built the key design elements around it: A modular logo system and a natural yet vivid color palette highlights and distinguishes the different sub-brands. The circular dots and letter shapes give a friendly and human touch to the geometric typeface, and rounded corners and organic shapes can also be found on other graphic elements.

For the photography Art Direction we collaborated with Studio Ari Elefterin, and for the image videos with Favo Studio. Both explore technical and scientific ways of representation with a playful and humoristic approach.

Over the past two years we got the opportunity to collaborate with Circular Systems on a wide range of different media from brand guidelines, digital, social channels, textile to photography.