Modernising a brand with rich heritage

The challenge involved building on their purpose, vision and values to create a cohesive brand narrative that set the foundation for all communications. The visual identity also needed a refresh whilst maintaining the powerful equity of Biffa’s name and its recognisable, primary red colourway.

We began with an in-depth discovery phase. This involved a competitor analysis, employee workshops and stakeholder interviews. We also reviewed all the visual elements of the brand through a REAL (Retain, Enhance, Add, Lose) analysis.

This gave us clarity on what Biffa stands for and what makes them stand out. From these insights, we were able to craft a new brand narrative which captures all its services and values under one unifying idea: “To change waste for the better.”

We developed a new brand graphic system, replacing an outdated system with a dynamic and creative new set of brand shapes inspired by the logo. We introduced a new typeface, designed for optimum accessibility. We also created a ‘tone of voice’ document and a wide range of templates and notional designs to really help with the initial roll out of the brand.