Reukema, a century-old metals company, was ready to transform — not just rebrand. Driven by new technology for circular metals, the business needed a new name, a new identity and a new way of communicating its purpose to the world.
(Service.)
Naming, Brand Strategy, Brand Identity, Motion Design & Website Direction
(Client.)
Myne (formerly Reukema)
(Year.)
2024
(Essence.)
Forward-looking and personal — recycling as an opportunity, not an obligation.
(Approach.)
The name Myne makes metals recycling feel forward-looking and personal — not an obligation, but an opportunity. Short, ownable, globally legible. The identity is bold without being aggressive, built from signage to social. Every element — logo, motion, website — designed as a coherent system.
(Logo animation.)
(Brand slide.)
(Colour system.)
(Typography.)
(Icons.)
(Website.)
(Credits.)
(Strategy & identity.)
While working for Welcome to Circus
(UX/UI.)
Joop Akerboom & Matthias Leuhof
(Web development.)
Amber Geldorp-van Os
(More projects.)
(Planning a rebrand?)