Pyrum Innovations AG has introduced a new corporate identity intended to reflect its development from a tire recycling company into a broader technology provider for circular raw materials. The rebranding includes a new logo, revised corporate design, a redesigned website and the new claim “Rethink Resources,” which the company says expresses its focus on recovering valuable raw materials from waste and returning them to industrial production cycles. Pyrum positions its proprietary thermolysis technology at the center of this strategy, using it to process end-of-life tires and certain plastics into products including tire-derived oil and recovered carbon black. The new identity is also intended to support Pyrum’s international expansion and the scaling of its technology as the company develops additional recycling projects and partnerships in Europe.

“Rethink Resources” becomes central brand message

The new claim “Rethink Resources” is intended to communicate Pyrum’s broader view of waste as a source of secondary raw materials rather than merely a disposal problem. According to the company, its strategic positioning has evolved as its technology, business model and international activities have expanded.

Pyrum said it no longer sees itself solely as a tire recycler. Instead, it is positioning the company as a technology provider capable of recovering industrial raw materials from waste streams and returning them to production cycles.

Thermolysis remains core of Pyrum’s business

Pyrum’s proprietary thermolysis technology remains central to the company’s operations. The process is used to recycle end-of-life tires and certain plastics and produces materials including ThermoTireOil and ThermoTireBlack, Pyrum’s recovered carbon black product.

The company says these recovered materials are already used by industrial partners in the chemical and tire sectors to manufacture new products, supporting closed-loop recycling and reducing reliance on virgin raw materials.

New design supports international growth strategy

The corporate identity includes a new logo, modernized visual language and a completely redesigned website. Pyrum said the changes are intended to create a clearer and more consistent international brand as the company scales its thermolysis technology and develops additional projects.

The redesign also aims to make Pyrum’s technology, development strategy and circular economy objectives easier to understand for customers, industrial partners, investors and other stakeholders.

Pyrum links rebranding with resource resilience

CEO Pascal Klein said the new identity reflects the company’s evolution over recent years rather than representing a break with its previous direction. He described resource independence and the identification of new raw material sources as central elements of Pyrum’s strategy.

The company wants the Pyrum brand to become increasingly associated with resource resilience, particularly as European industries seek more secure access to secondary raw materials and alternatives to fossil-based feedstocks.

Existing materials will be phased out gradually

Pyrum said the new corporate identity will be introduced progressively across its operations and communication channels. Existing materials will not be discarded prematurely but will instead be replaced as part of normal update cycles.

The company said this gradual transition is consistent with its resource-efficiency principles and avoids unnecessary disposal of materials that can still be used.

Pyrum expands beyond conventional tire recycling

Pyrum has operated in end-of-life tire recycling since 2008 and has developed its thermolysis technology as a pathway for recovering valuable materials from waste tires. Its process produces tire-derived oil and recovered carbon black that can be reintegrated into industrial value chains.

Pyrum’s pyrolysis oil is registered under REACH, while both its oil and recovered carbon black products hold ISCC PLUS certification. The company uses these certifications to support traceability, sustainability claims and commercial integration of its recycled materials.

Rebranding reflects scaling of circular raw material business

The new corporate identity arrives as Pyrum continues to expand its industrial partnerships and plant development activities. The company is pursuing a scalable business model based on its own facilities, joint ventures and technology partnerships, with the goal of building a wider network of tire recycling plants.

By adopting the “Rethink Resources” positioning, Pyrum is emphasizing that its long-term strategy extends beyond waste treatment toward production of secondary raw materials for the tire, chemical and other industrial sectors.

Original announcement by Pyrum Innovations AG.