In December 2020, the Recover brand, which encompassed Ferre’s most eco-innovative recycled yarns, began a new journey as a leading producer of recycled cotton fiber, following a strategic partnership with the investment manager STORY3 Capital. Seeking to meet the media demands placed upon today’s best companies, the new Recover commissioned EPS to refresh the brand, prior to its launch as a global fiber business.

This was not a radical rebrand, but rather an update based on the brand identity we developed in 2014. The challenge was to strengthen the brand’s position as a global leader while retaining as much of the existing brand equity as possible. Having achieved wide recognition and value globally, the Recover logo has remained untouched.

The new look and feel works well in digital environments and adds a contemporary edge to the company’s branding. We worked on the new brand architecture, designing new product logos —Recover yarn logos had to be replaced by Recover fiber logos—, and introduced a more digital corporate color palette, led by the company’s Dark Bright Blue. We teamed up with Espíritu Escalera to bring a cinematic approach to video and photography that adds depth and feeling, helps convey the company’s core values and strengthens the brand’s position as a pioneer and innovator in textile recycling. A comprehensive set of guidelines provides a flexible foundation for the brand to evolve with the company as it expands into new markets and services.

We were also tasked with creating shareable visual and textual social content for the brand launch. To do this, we designed a social media approach and used the new vibrant colors, graphics and messaging to emotionally resonate with a wide audience and emphasize the importance of scaling up textile recycling to achieve sustainable fashion for all.