Launching a new business line (spin-off) is a complex challenge. The Kendu Group had a clear vision: to transform retail waste management into a profitable opportunity. But the idea needed to be fleshed out. The challenge wasn't just to appear sustainable, but to appear industrial, solvent, and technologically advanced. They had to avoid greenwashing and build a viable brand.

We'll tell you how we carried out the project through our four vertical divisions and by performing a comprehensive job:

THINK ( Model ): We validated and made the project tangible from the ground up. We worked on the Business Model Canvas to define the value proposition: moving from passive recycling to active retail upcycling.

BRAND ( Breakthrough ): We made a drastic strategic communication decision: to ban "eco" clichés. No kraft cardboard, leaves, or earth tones. Redoit is engineering. We positioned the brand as an industrial technology partner.

DESIGN ( Visual Code ): We created a visual system based on precision. Geometric typography (Aeonik), deep blacks, and a vibrant Tech Green that denotes innovation, not bucolic nature.

REACH ( Launch ): We orchestrated the synchronized digital launch for the Euroshop trade fair. Websites, funnels, and digital assets were designed not to tell a story, but to attract partners.