Kajaanin romu brand renewal
Making the metal industry more energy-efficient
The metal industry has been recycling raw materials long before the concept of a circular economy emerged. Yet, the sector continues to seek recognition, both from the general public and policymakers. Associations with scrap and waste are typically negative, and the industry is rarely linked to environmental responsibility, carbon footprint reduction, or circular economy practices.
That’s why the rebranding of Kajaanin Romu two years ago set out to shift perceptions across the entire sector. The goal was to move the image away from traditional scrapyard operations and toward a modern narrative of advanced production and processing facilities.
This transformation required active, illuminating, and positive communication. The new brand integrates optimism and a strong belief in progress into the company’s DNA. With concise and positive key messages, Kajaanin Romu highlights its purpose: to make the metal industry more energy-efficient and to ensure that unused raw materials in a consumption-driven society are refined and repurposed for further use.
We also revitalized Kajaanin Romu’s visual identity, exploring the contrasts inherent in the concept of scrap. Scrap is often perceived as worthless waste, yet metal scrap, in particular, represents a valuable raw material. This idea is woven into the visual language, where the rough and raw are presented with beauty and elegance through carefully composed photographs.
The visual identity leans on Nordic simplicity and bold color blocks and the company’s previous KR monogram logo was modernised, symbolizing seamless processes and solid craftsmanship.
Photography by: Petra Kuha
“Collaborating with Ahooy has helped me view our business and operations from new perspectives. I now have a deeper understanding of the company’s societal role. Together, we’ve achieved our shared goals and advanced the image of the entire industry. We’ve also increased community awareness about the importance of minimizing unnecessary use of natural resources and the critical role metal recycling plays in reducing carbon emissions.”
– Niko Nyyssönen
COO, Kajaanin Romu
The rebrand came to life brilliantly with a new website, enhancing Kajaanin Romu’s visibility and serving as both the company’s home base and a powerful reinforcement of its brand image. A high-quality website is a great investment in business growth.
