Munich, August 3, 2026 – RECUP is celebrating its 10th anniversary and using this milestone as an opportunity to reposition its brand. What began as a simple idea has grown into Germany’s largest reusable packaging system, with around 20,000 partner locations and millions of users.
The anniversary marks a fitting moment not only to reflect on the company’s journey, but also to reassess and refine its positioning: moving away from being perceived solely as a sustainability-focused product and toward becoming a natural part of everyday life.
The idea is simple: takeaway consumption has long become more than just consumption. The coffee on the way to work, the lunch bowl during a break, or an iced matcha shared with friends are all small everyday rituals rather than conscious sustainability choices. This is precisely where RECUP wants to position itself in the future, not merely as a product with a sustainability message, but as an integral part of these daily moments.
For the relaunch, RECUP intentionally sought an external perspective. Branding agency Mutabor supported the company throughout the strategy and design process and was responsible, among other things, for developing the new logo.
“RECUP understands lifestyle not as something staged or aspirational, but as the sum of all those everyday moments we experience daily,” says Alexander Burger, Head of Marketing, Brand & Communications at RECUP.
“With our new brand identity, we want to become part of those moments. Rather than focusing exclusively on communicating the environmental benefits of our products, we are bringing more ease, emotion, and everyday relevance into the brand through language, design, and imagery.”
New brand identity, familiar visual assets
The color mint, RECUP’s strongest visual asset, remains untouched. According to a Civey survey, 44 percent of RECUP users confidently associate the color with the company.
Beyond that, the brand identity has evolved significantly. The former circular logo has been replaced by a clearer wordmark with more visual space and stronger brand recognition.
A distinctive feature of the new logo is the letter “U”, which is designed in the shape of a RECUP cup. This element can be adapted across the entire product portfolio: taller and more enclosed for cups, flatter and narrower for bowls, and wider for pizza boxes.
The new slogan, “there you go,” references the moment at the counter when food and drinks served in RECUP products are handed over to customers. The slogan is complemented by a new visual element called “Smile,” which conveys lightness, positivity, and the flow of the brand’s updated positioning directly on the products.
The new look debuts on the cup
The refreshed brand identity will first appear on the 300 ml RECUP cup. Together with two new products, the rectangular RECUP Bowl and the RECUP Pizza Box, it will be available in the new design from August onward.
Also set to launch shortly is a new city edition series, featuring illustrations of everyday moments unique to each respective city.
Experiencing RECUP
The new brand positioning will come to life through a tour across six German cities: Berlin, Hamburg, Potsdam, Cologne, Munich, and Stuttgart.
Alongside its mobile RECUP coffee bar, the company will partner with local organizations to host community-focused events such as running clubs, yoga sessions, and brunch gatherings.
Through these activities, RECUP aims to connect with people in their everyday lives and demonstrate how reusable packaging can naturally fit into daily routines.
The repositioning is further supported by a dedicated RECUP merchandise collection, extending the new brand identity into even more aspects of everyday life.
Press Contact:
Veronika Näger
PR & Communication Manager
Phone: +49 176 7320 4474
Email: presse@recup.de
About RECUP
Led by Managing Directors Can Lewandowski and Dr. Philipp Goos, RECUP operates Germany’s largest reusable packaging system for the food service industry, providing a simple, attractive, and waste-free alternative to single-use packaging.
RECUP’s product portfolio includes reusable cups, bowls, and pizza boxes in various sizes. All products are BPA-free and recyclable.
Across approximately 20,000 return and collection points in Germany and Austria, including cafés, restaurants, bakeries, kiosks, service stations, and workplace canteens, customers can borrow and return reusable containers through a deposit-based system.
The company’s mission is simple: to make reusables the natural choice for everyone.
For more information, visit: www.recup.de.