Shabra Group (formally Recycling and Plastics) is entering a transformative phase marked by new leadership, strategic board changes, and ambitious global expansion plans.

While the company has built a strong reputation through its commitment to sustainability and community, it was seeking to establish a confident presence on the international stage.

With significant investments in advanced recycling technologies, expansion into new product markets, and office openings planned, Shabra Group requireed a comprehensive brand refresh that honours its heritage while positioning it as a global authority.

Their brand identity no longer reflected the scale of the company's ambitions or its digital transformation priorities, making a professional rebrand essential to compete effectively in new markets and communicate trust, innovation, and credibility to an international audience.

The Shabra rebrand is rooted in the company's position at the forefront of the circular economy, where sustainability is a fundamental necessity rather than an option.

Central to the new identity is the reimagined Ashoka Chakra symbol—honouring founder Rita Shah's Indian heritage—which represents the 24 human principles and embodies the philosophy that life exists in movement while stagnation leads to death, a powerful metaphor for environmental action. The symbol has been redesigned to form an 'S' within a continuous circle, reinforcing Shabra's commitment to circularity through varied line thickness that creates visual movement, while the final 'A' features an upward motion symbolizing progress toward the future.

The brand's visual language combines bold, modern greens that reference sustainability and heritage with teals and blues conveying trust, reliability, and cleanliness, all balanced by a warm neutral palette that adds freshness and sophistication.

Photography guidelines emphasise authenticity over generic imagery, featuring real teams and spaces, showcasing recycling practices and environmental commitment, highlighting diverse and inclusive people collaborating in professional yet approachable settings, and capturing local nature across Ireland, the UK, and Europe to demonstrate Shabra's expanding geographic presence and dedication to a greener future.

“Working with Mari was a transformative experience for both Shabra and me. Going into our strategy sessions, we were looking for professional guidance, but what we actually received was a fundamental shift in how we perceive ourselves and our business.

Mari has a remarkable talent for cutting through the noise. She acted as a mirror, reflecting a version of our brand that was more ambitious, cohesive, and authentic than we had envisioned on our own. She pushed us to move beyond the day-to-day operational mindset and helped us define a high-level identity that feels both powerful and true to our values. The clarity we gained is invaluable.

We walked away not just with a strategy, but with a unified vision and the confidence to show up differently in our industry. If you are looking to see your business—and your own potential—through an entirely new lens, Mari’s sessions are an absolute necessity. She doesn't just build brands; she helps you realise the full scale of what you’ve created.”

Jude Torley, CEO , Shabra Group