January 25, 2023 Introducing Encyclis, the New Name for Covanta Europe

Nucleus places EfW’s vital role in decarbonisation at centre of fast-track brand creation strategy for Covanta’s European business, Encyclis.

London – Energy from Waste (EfW) is a solution designed to divert hard-to-recycle waste from landfill and turn it into energy. As the world strives to reduce its carbon footprint and recover useful materials from its waste, EfW’s role is a vital stepping stone in the decarbonisation process.

This important process is something Nucleus placed at the centre of their fast-track brand creation strategy for Covanta’s European business, which just 6 months after the project commenced.

Covanta Energy, the leading US sustainable waste management company, was acquired and taken private by EQT Infrastructure, the Swedish ERG private equity investor, who planned to separate the European business from the US business. In August 2022 Covanta Europe appointed Nucleus to create a new trade mark-able name, define its brand promise and create a new brand for launch in January 2023.

Within a month Encyclis was selected from five pre-screened naming candidates and Nucleus’ brand consultants moved on to develop the brand promise and narrative.

This brand narrative is expressed as 100-word and 50-word statements, brand values and a tagline ‘More than energy from waste’, referencing the electricity generation and the other valuable by-products that are recovered from the EfW process. These include steam used for industry or district heating, ash for roadbuilding and metals for recycling.

The brand narrative inspired the ‘imperfect circularity’ brand design. While aiming for 100% recovery, the process is not yet perfect, but in generating base-load electricity from waste that would otherwise end up in landfill and recovering other valuable materials, Encyclis is playing an important part in the transition to a more circular economy.

The brand design includes a symbol that reflects this rationale with a slightly elliptical design contrasted with clean sans serif logotype suggesting no-nonsense efficiency. 

The symbol is also brought to life in animations and icons, which share the distinctive colour palette.

Andy Bedford, Encyclis COO commented: “We are absolutely delighted with our new brand name and identity. Nucleus’ process was frictionless, moving from brand naming to brand promise, identity and website design without a hitch, creating a distinctive and meaningful brand we can lead the industry with.”

Peter Matthews, Nucleus’ founder and managing director, added “Our work with sustainable brands continues apace and Encyclis is a great example of a company with a clear and realistic vision of what is needed to transition to a cleaner and sustainable future. We have been thrilled to work with Andy and their leadership team to create a meaningful new brand, in double-quick time.”

About Encyclis – https://www.encyclis.com
About Nucleus – https://www.nucleus.co.uk/case-studies/encyclis

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