ReCraft: SUSTAINABLE RECYCLING WITH STYLE

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The Challenge

With environmental awareness reshaping industrial priorities, the end-of-life management of commercial aircraft emerged as both an ecological imperative and a commercial opportunity. Commissioned by the French Government in collaboration with Airbus Bizlab and an appointed aircraft recycling facility (in Tarbes-Lourdes), Re:Craft explored a compelling proposition: transforming decommissioned aircraft components into premium furniture and design pieces. The challenge was to build a credible, distinctive brand and market-ready platform for an entirely new product category.

Our Strategic Brand & Design Approach

We developed Re:Craft's complete visual identity, website, and go-to-market strategy from the ground up. Our creative direction drew inspiration from technical aviation manuals—translating their precise, systematic visual language into a bold, colourful identity that celebrated the industrial origins of each piece. Vibrant 3D mockups provided instant recognition of aviation heritage while communicating the positive, forward-thinking ethos of circular design. The result was a brand territory that felt simultaneously technical and accessible, honouring the craftsmanship of aviation manufacturing while making sustainable design aspirational.

Bringing the Concept to Market

A fully functional website showcased Re:Craft's proof-of-concept pieces, supported by a comprehensive go-to-market strategy positioning the brand at the intersection of sustainability, aviation heritage, and premium design. The platform successfully validated the concept, generating significant industry interest across several months before the Covid pandemic and subsequent funding withdrawal brought the project to a close.

The Results

Despite its curtailed timeline, Re:Craft demonstrated the viability of aircraft upcycling as a credible design and commercial proposition—attracting meaningful attention from industry stakeholders and design communities. The project remains a compelling proof of concept for circular economy thinking in aviation, and a testament to the power of bold brand strategy and design in pioneering entirely new market categories.