Braskem, recognizing the need to transition to a more sustainable and circular economy, identified a significant opportunity in embracing circularity in the chemical and plastics industry. The challenge was twofold: firstly, to develop and make available circular products that would meet the growing market demand for sustainable solutions; and secondly, to educate and engage the public about the importance of conscious consumption and proper disposal, encouraging a paradigm shift in society in relation to the use and recycling of plastics.
To meet this challenge, Braskem, in partnership with CBA B+G, created the Wenew brand, an ecosystem that symbolizes circularity and encompasses four fundamental pillars: products, education, technology and circular design.
We built an inspiring and powerful vision for Braskem about circularity, reinforcing the company’s position as an important player in this market.
From the creation of the strategy, we have shaped a personality that is open-minded and, most importantly, collaborative. Because we believe in the potential of joint strength. The identity reflects the essence of a company committed to sustainable development. All the elements of the identity and logo refer to circularity, from the design to the name, along with bold typography, a vibrant color palette and illustrations that create a connection with the public. The circle is declined in supergraphics and is present in several of the brand’s applications.
The name “Wenew” was chosen because it is a neologism that evokes the idea of renewal (“we + renew”), and because it represents the new, as well as being a palindrome, symbolizing a continuous cycle.