Bahrain Cleaning Company (BCC), a pioneer in recycling since 1979, is now a behemoth that expanded far beyond it’s paper recycling roots. Founded in 2013, Almajid Plastic & Metal Recycling Factory (APF) is another titan in waste recycling that specialized in plastic & metal management.Fired by innovation and a visionary zeal, BCC & APF together seeks a shift – a societal change that ranges from a micro to a macro level. This is designed to be a result from expanding recycling capabilities and range while boosting export potential all while being socially conscious. Partnering with Inovaline, BCC & APF translated their vision into a purpose-driven brand identity that captures imagination, raises recycling awareness and fosters sustainability in a future forward community.

Our research for Masar was a multifaceted journey that delved deep into the world of recycling. It encompassed physical visits to recycling manufacturers, where we closely observed the entire recycling process, from collection to granulation, gaining crucial insights into the industry. Strategic brainstorming sessions and market analysis sessions provided fertile ground for ideas to germinate, and they were complemented by comprehensive market analysis, offering an extensive understanding of the recycling landscape. The research was a collective effort, with diverse teams including market experts, design specialists, and brand strategists, converging to ensure that Masar’s research was multidimensional and all-encompassing. Furthermore, our digital exploration was pivotal, encompassing extensive internet research to gain a global perspective on recycling projects, best practices, and innovative solutions. This holistic approach enriched our research and provided the foundation for Masar’s journey to becoming a sustainable and impactful recycling brand.

BCC’s ambition transcends the confines of three materials, soaring towards a brighter future where new materials are recycled with cutting-edge technology and improved machinery. BCC’s B2B outreach expands, paving the way for Bahrain to become a pioneer in recycling, leading the region by example. With a renewed vision, BCC embraces its social responsibility to the community and Bahrain, raising awareness of the importance of recycling and the perils of plastic and other materials. BCC inspires people to transform their waste into treasure, transforming recycling from a chore to a crusade. Our strategy is to rebrand BCC with a new name and identity that resonates with people and cultivates recycling habits. We envision a sustainable future where BCC plays a pivotal role in building a greener tomorrow. A good brand is one that has a positive impact on the community and takes responsibility for its country and the world.

Sometimes a brand sets out to be made not just as an offering of a product or a service, but driven by a larger purpose that can resonate across society. This was what we achieved, and which was reinforced with gusto by the client when it was unveiled to them. Our brief was that the brand identity had to be culturally relevant, universally appealing and could exist anywhere & everywhere to fulfill it’s purpose. This was done emphatically when the client immediately went about unrolling it in different phases, including the government level as well. We could feel the strength of the identity made when the brand that we crafted as a distinct identity gradually grew into a life of it’s own – and that was purely due to the enormity of what it seeked to achieve.