Case Study
From Raddi Connect
to Circular Leader.
ReCircle had outgrown its name. We built a brand as ambitious as the systems it was already creating.
ReCircle
2021 to 2026
Brand Transformation · Business Strategy · Brand Strategy & Identity · Campaign IPs · Impact Reports
Circular Economy & Sustainability
Building a World
Without Waste
Circular Systems, Built for Scale
Philosophy
“We did not change a logo. We changed how a company is seen, from a raddi pick-up service into a partner that designs circular systems for materials.”
Overview
The Business Grew Up.
The Brand Had to Follow.
ReCircle began as Raddi Connect, a neighbourhood recyclables collector. As the business evolved into a full-stack circular economy solutions company, the old name and identity started holding it back. We Do (Things) partnered with ReCircle to lead a long-term brand transformation: from renaming and identity design to impact storytelling and purpose-led campaigns that made circularity feel both rigorous and accessible.
150%
Valuation growth, from around Rs. 6 crore to Rs. 35 crore over four years, as the brand repositioned as a category leader.
4x
Diwali dry-waste collections, growing from 5,000 kg to 20,000 kg through a single festive campaign.
3,000+
Households participating across Mumbai in the Diwali Dry Waste Drive.
2022 to 25
Impact reports built to strengthen transparency and credibility with partners, investors, and regulators.
Context & Challenge
Good for Pick-Ups.
Not Yet a Partner.
As Raddi Connect, the brand was seen as a "raddi-wala on WhatsApp", good for pick-ups but not yet a strategic sustainability partner. Meanwhile the company had expanded into plastics traceability, credits, zero-waste events and offices, and large-scale collection campaigns. The old identity could not hold the new ambition.
An Identity Built for Systems
A name and identity that reflected circular systems and regeneration, not just scrap collection.
A Narrative for Decision Makers
Language that spoke with confidence to enterprises, institutions, and policymakers.
Campaigns That Mobilise at Scale
IPs that could move citizens to act while reinforcing the brand at every touchpoint.
Strategy
We Treated It as a
Systems Problem.
Not a logo change. We approached ReCircle as a systems-branding challenge, building identity, language, and IPs that worked together to shift perception.
01 / Reframe
From Waste Pick-Up to Circular Design
Moved the brand from "we pick up your waste" to "we design circular systems for your materials."
02 / Language
Circularity, Not Doom and Guilt
Built a visual and verbal language rooted in circularity, regeneration, and traceability, never preachy.
03 / Activation
Let People Live the Brand
Created IPs people could act on: Diwali Dry Waste Drive, Project Extra Life, Zero Waste events and offices.
How the Work Unfolded
Five Years.
One Direction.
2021 to 2026. Each phase unlocked the next. Reframe before reporting. Reporting before activation. Activation before scale.
Phase 01
Reframe & Rename
2021 to 2022
Phase 02
Make Impact Visible
2022 to 2023
Phase 03
Activate & Mobilise
2023 to 2024
Phase 04
Scale & Systematise
2024 to 2026
The Brand Idea
One Central Idea:
Circularity Without Guilt
Sustainability made practical, not preachy. Every report, poster, and campaign had to carry this single idea, consistently and at scale.
Positioning
Systems, Not Scrap
From a raddi pick-up service to a partner designing circular systems for materials, repositioned as an industry innovator in waste management and recycling.
Brand Voice
Confident and Practical
Educational and solution-focused, aimed at sustainability heads, compliance teams, and CXOs. Less preachy, more useful.
Visual System
Regenerative Loops
Logo, palette, iconography, and patterns inspired by circular ecosystems, blending clean modern forms with earthy tones.
Modular by Design
Report to Poster, One System
A modular kit of iconography, patterns, and layout rules that stretched from an impact report to a waste-segregation poster in a housing society.
Circularity,
Reimagined
Core Brand Idea
Campaign IPs for Behaviour Change
A Brand You Can Live.
IPs designed to let people participate in circularity, not just read about it.
Mumbai's Largest Diwali Dry Waste Drive
"Trashiest Season Ever!"
A festival-led campaign that made responsible disposal as easy as gifting, balancing festive humour with responsibility. Built collaborations with Dabur India Ltd and other partners, channelling proceeds to St. Catherine's School & Orphanage.
5,000 kg to 20,000 kg collected, 3,000+ households reached
Project Extra Life
Textile Circularity
A national goal of 530 MT of pre-loved clothes and home textiles in 18 months. We researched how people feel about textile waste and translated it into simple journeys for drop-offs, pickups, and impact tracking, designed as a rewarding, transparent system rather than a donation drive.
530 MT pan-India collection ambition
Zero-Waste Offices & Events
Segregation Made Intuitive
Co-developed waste management playbooks for large events and workplaces. Designed signage, education touchpoints, and reporting formats that made segregation intuitive and visible, linking on-ground operations to post-event impact reports.
Closed loop from operations to reporting
Impact
From a Recycling Startup to a
Trusted Circular Partner.
Valuation & Growth
Rs. 6 Cr to Rs. 35 Cr
Valuation grew over four years as the new identity unlocked enterprise partnerships and investor confidence.
Campaign Scale
4x Collections
Diwali drives grew collections fourfold and touched 3,000+ households in Mumbai, with Project Extra Life setting a 530 MT pan-India ambition.
Brand & Credibility
A Trusted Name
Impact reports and campaigns together strengthened credibility with brands, donors, and institutions, moving ReCircle into the role of a trusted circular economy partner.
Proof of Reposition