From metals recycler to pioneering circular tech player
A new future in metals has arrived—for the good of people and planet. CIRCUS partnered with Reukema, a recycling family business with a 100-year legacy, to rebrand and reposition them as they introduced a groundbreaking innovation. Their AI-driven sorting technology is set to transform the metals recycling industry, enabling truly circular metals—on alloy-recipe and on demand. A radical shift that warranted a complete brand overhaul.
A new brand, from a rich heritage
The transformation was a co-creative process involving CIRCUS and the Reukema team. The journey began with strategy and naming, followed by brand identity, digital experience, and content creation. One of the key steps was developing a name that captured both heritage and ambition. CIRCUS assembled a creative team to tackle an array of branding and communication needs, from messaging frameworks to a full-scale production shoot. The new brand had to be as bold as the technology itself—one that could lead in a high-tech industry while staying true to its environmental mission.
Award-winning web presence
We redefined the meaning of ‘mining’ by giving it a future-forward twist. The name Myne references both the action and ownership of responsible material recovery, marking a shift from destructive extraction to regenerative circularity. The naming process explored various directions, ultimately landing on Myne as the perfect fit—clear, strong, and internationally resonant.
On that foundation, we built a website that mirrors Myne’s technological edge. The new Myne.eco platform features an intuitive user experience, a sleek UI, and micro-animations that bring the innovation to life. Stunning photography, sharp copy, and high-production video elevated Myne’s online presence to that of a global tech leader—winning an FWA award in the process.
Spectacular take-off
Myne has quickly become a key catalyst in the new mining revolution, supplying Europe with renewable, locally sourced post-consumer metals that drastically reduce energy use, carbon emissions, and pollution. Their team of ‘Myners’—specialists, bright minds, and expert partners—is constantly innovating, scaling, and refining the technology to close material loops and create fully circular European metals.
By making circular metals available to leading processors, manufacturers, brands, and consumers, Myne is proving that the future of metal production is planet-friendly, human-friendly, and revolutionary.
We’re ready to help you make that major leap forward
If you’re at the dawn of a new era for your product—scaling up from a successful start-up phase and ready to shake up the world—let’s talk.
Get in touch with mark@welcometocircus.com
Work
Collaborators
Jeroen Hofman - Photography
Maurice Verburgh - Video
Joop Akerboom & Matthias Leuhof - UX/UI design
Amber Geldorp-van Os - Web development
