Better than new

The IT industry generates vast amounts of electronic waste, with millions of devices prematurely discarded, contributing to environmental harm and unnecessary consumption of raw materials. Formerly known as Taitonetti in Finland (and by other names in different markets), the company had grown successfully but faced the challenge of unifying its brand across countries and communicating its role in the circular economy in a compelling way.

We created the new name Nuvoo, a playful nod to “new” that works across all markets and languages. The brand promise "Better Than New" was developed to capture the value Nuvoo delivers: laptops that outperform new devices at the same price point in speed, quality, sustainability, and service. We shaped a brand story, messaging, and tone of voice that highlight Nuvoo’s commitment to smarter consumption and making refurbished tech desirable. The visual identity combines fresh, modern design elements with a color palette and typography that reflect reliability, simplicity, and progressiveness. The design system is scalable and adaptable for all digital and physical brand touchpoints.

The rebrand has positioned Nuvoo as a frontrunner in sustainable IT, creating a clear and inspiring narrative that resonates with both consumers, business partners and media. The unified identity across markets enables more effective marketing, stronger partnerships, and expansion. Early results show positive customer-market and media feedback, and stronger differentiation from competitors in the fast-growing circular economy sector.