Lassila & Tikanoja (L&T) is Finland’s leading service company and supplier of biofuels and recycled raw materials. After debuting their new business strategy in 2011, they were in need of a rejuvinated brand. The goal was to make the brand more human, the approach less corporate and targeting a younger audience as well as reinforce the new thinking internally.
A typographical approach forms the basis for the identity, simply stating facts about L&T and their vision. We took the existing font Trim by Letters from Sweden and in simple terms cut it in half. Each half representing the processes of recycling and upcycling. Letters of Sweden took our ideas and sketches of the deconstructed font and developed them into a fully working typeface. In addition to the new colour palette, image style, print layouts and iconography, the L&T headquarters was re-decorated with recycled furniture with inspirational quotes on the walls further reinforcing the new vision internally, building the company from the inside and out.