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Attero has evolved from India’s largest e-waste recycler to a global leader in climate tech. By recovering precious materials with 98% efficiency, they create regenerative, circular value chains. It’s a vision of technology enabling progress while respecting the planet and benefiting society.
/Solutions
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#climate tech
#e-waste
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The global e-waste crisis is escalating, with 62 million tonnes generated in 2022 and less than 20% recycled. This urgent problem demands innovative solutions, and Attero is uniquely positioned to lead the charge.
However, their existing brand identity fell short of reflecting their ambition and the scale of their work. As they evolved from a traditional recycler to a global tech innovator, Attero needed a bold new brand strategy and identity to showcase their role in driving a regenerative, circular economy. The challenge was clear: to transform how the world sees Attero and magnify their vision for turning waste into valuable resources.
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To establish Attero as a forward-thinking
leader in regenerative technology by:
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Redefined Attero’s identity from a local recycling company to a global deep tech pioneer, going beyond “sustainability.”
Instead of merely stopping harm,
Attero champions regeneration by unlocking e-waste’s value, restoring supply chains, and driving renewal for people, business, and the planet. This forward-thinking approach boosts resilience, reduces reliance, and positions Attero as a leader in circular innovation.
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Attero’s purpose is clear: driving progress that benefits the economy, society, and the environment. Their vision focuses on breaking the link between growth and environmental harm pioneering a future where innovation and sustainability thrive together.
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Captured Attero’s ethos in three key pillars: optimism, innovation, and regenerative design. These principles underpin the company’s mission to inspire businesses to embrace circular, planet-first solutions.
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We created a brand identity that balances high-tech sophistication with modern simplicity. Attero’s innovative spirit shines through in a design that’s minimal yet forward-looking.
To reflect the materials Attero works with, we incorporated subtle elements inspired by metal components, capturing their essence. The result is an identity that conveys ambition, optimism, and a vision for a regenerative future.
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We took a logo-first approach, ensuring every detail of the wordmark reflected Attero’s identity. The result is a bespoke design, crafted with modular letterforms to represent Attero’s systematic, progress-driven ethos.
The sharp cuts and clean indentations
in the letterforms capture the cutting-edge nature of Attero’s technology. They symbolise precision, innovation, and a forward-thinking approach to tackling environmental challenges.
The wordmark’s modular design ensures
it works seamlessly across formats
and dimensions. Every detail was crafted
to preserve the logo’s sharp, distinct character, ensuring it remains impactful
and recognisable, no matter the context.
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The brand icon reflects the letter "A" for Attero while symbolising the circular processes central to the company’s mission. Its modular structure evokes fragments of materials processed
by Attero’s technology, seamlessly integrating
the essence of their work into the design.
Combining sharp and rounded corners, the icon strikes a balance between Attero's innovation and a sustainable, planet-first ethos. It encapsulates Attero’s vision of a world where materials are continually reborn, driving progress and regeneration.
The brand icon is made up of unique rounded-edge triangular modules. These modules can be extracted and repurposed, offering flexibility as versatile brand assets.
They can serve as design masks, standalone visuals, or be incorporated into larger compositions, adding a distinctive and cohesive touch to all brand materials.
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The colour palette is anchored by two core tones: deep black and crisp white. These timeless colours embody clarity, sophistication, and modernity, forming a versatile foundation
for the brand’s visual identity.
Adding depth and vibrancy are dynamic pop-up gradients inspired by the metals Attero works with: Steel Gradient, Cobalt Gradient, and Rust Gradient. These metallic hues capture the essence of Attero’s material-focused processes, bringing character and texture to the palette.
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The Attero brand identity is built for versatility, thriving across online and offline mediums. Its simplicity ensures a cohesive and impactful presence, no matter the scale or application.
In operational settings, it stands out on factory signage, wayfinding systems, vehicles, containers, and façade branding, ensuring consistency across industrial environments.
Digitally, the identity adapts seamlessly to social media assets, websites, and online ads. It also shines in print media, OOH campaigns, and branded merchandise, reinforcing Attero’s innovative and professional image at every touchpoint.
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Having helped us develop our brand strategy and contributed massively to our new website copy, we’ve not actioned them to help test and create our GTM strategy. Every piece of work we’ve collaborated on they have been professional, on time and dedicated to providing high quality and impactful work. We couldn’t be happier and will be working with them a lot more going forward.
Check the full review on clutch
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founder
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We collaborated closely with the client, exploring a range of concepts built around different metaphors and meanings. Every option was carefully evaluated to ensure it aligned with Attero’s vision before arriving at the final design.
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To a 15 year old company doing a complete Brand revamp, we have surely come a long way. The professionalism, flexibility and your quality of work really stands out. I would like to thank you and your whole team.
Head of Marketing & Direct to Consumer Business