Circunow 循环现物
Sector: Manufacturing, Circular Economy
Practice area: Business Strategy, Business Model Design, Brand Strategy, Product Strategy, Brand Operation, Brand Growth Management, Naming, Visual Identity System Design, Packaging, Product Design, Event Planning and Design, Copywriting
Designed by Pocca
Circunow is a company and brand that Pocca participates in incubation, design, operation, and management as one of its shareholders. It focuses on the practice of systematic solutions for circular materials, circular operations, and full-chain carbon tracking. The brand emphasizes the creation of friendly, equal, fun, and quality products and actions through a real cycling to achieve real and effective low-carbon practices. Up to now, the brand has successfully completed different forms and categories of cooperation with well-known enterprises such as Alibaba Xixi Park, Shui On Office, China CITIC Bank, France Roquette, etc., and has also actively participated in cooperation with Qingyuan County Education Public Welfare, UNFOLD Shanghai Art Book Fair in the public welfare and mutual benefit practice of environmental protection.
The brand name ‘Circunow’ comes from our replacement of the ‘late’ in ‘circulate’ with ‘now’, which means ‘To Circulate Now’. The corresponding Chinese name strengthens that the advocacy and actions of the circular are not only a kind appeal, but also a real and immediately palpable life.
The symbol originates from the public's most widespread pictorial impression of ‘recycling’, as well as the vision of the seamless connection between ‘circulate’ and ‘now’ in the brand name Circunow. In the bilingual wordmark, the customized Chinese and English typefaces that remove redundant details present a standardized and basic temperament based on industrial manufacturing, in order to match Circunow’s desire to convey the public, foundation, standard, equality, and friendliness through products, and to let recycling and environmental protection enter the public and daily life.
Among the colors, the green series matched with black, white and gray is a standard identification color combination presented as a B2B business, and it has also become the first color image for the brand to be recognized. The red, blue, purple, and yellow colors corresponding to the four product language ‘Friendly, Equality, Humorous, Quality’ add more ease and vitality to the visual expression of the brand, and helping the brand face the general public with enough tolerance and intimacy.
The typographic and layout system is presented through the most intuitive product image and the most concise text hierarchy combination, which is another appropriate translation of Circunow's brand values, minimizing the communication cost of reading and eliminate the sense of distance that may arise from overly stylized.
