The creative rationale of this brand is based on three inspirational elements.
The first is the ambigram principal, using the DWMC as abbreviation in a sense that is observed and readable the same way from any side.
The second element is the Waste to Energy process, which is represented in the flow between the ‘W’ and the ‘M’ as a continuous loop of this renewable energy.
The third element is the technology used behind this huge project that uses the Waste to Energy process.
The creative is following the modernity and technology driven motive.
The colours chosen are blue and green as they both reflect nature, environment, water and life.
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