Treize Grammes partnered with Hubcycle, a French circular foodtech company, to reimagine their brand identity and better express their mission: transforming food industry by-products into valuable, reusable ingredients.
Their challenge was clear — move away from generic “eco” codes and position Hubcycle as a serious, B2B player with scientific precision and a transformative vision.

Hubcycle operates at the intersection of foodtech, sustainability and logistics. Their role is to extract value from what’s often discarded — reintroducing it into the supply chain. But this complex, impactful mission wasn’t clearly reflected in their visual language.

The new identity addresses that gap. At the heart of the system is a 3D-led visual language based on a diptych: raw product renders alongside wireframe abstractions. This pairing symbolises Hubcycle’s expertise — taking something overlooked and revealing its hidden potential through science and design.

The identity uses assertive messages, a reduced colour palette, and controlled compositions to convey structure, pragmatism and ambition. A stately sans-serif typeface, drawn with ink traps, supports the tone without overwhelming the content.

The brand was also deployed across digital and motion, using dynamic compositions and animations to express transformation in action. Each asset reinforces the core message: Hubcycle gives new purpose to what’s left behind.

“We turn what’s left into what’s next.”

The result is a brand that feels bold, technical and confident — a fitting expression of a company reshaping how the food industry views its own waste.