Ragn-Sells, Foria, Scania
Driving the Circular Economy
Project Background
About the project
In a groundbreaking cross-industry collaboration, Ragn-Sells, Foria, and Scania partnered to launch a unique electric truck capable of transporting up to 64 tons. The vehicle is specifically deployed to transport fly ash from regional Waste-to-Energy (WtE) incineration plants to Ragn-Sells' innovative Ash2Salt recycling facility at Högbytorp. The challenge was to design a vehicle livery that effectively communicated this major milestone in fossil-free logistics, uniting three distinct corporate brands into one cohesive, moving statement.
Strategic Execution
64 tons of strategic brand visibility.
Designing the exterior for a first-of-its-kind electric heavy transport vehicle requires more than simply placing logos on a cab. It is about creating a rolling billboard that commands respect and drives a clear strategic message.
Beyond the visual layout, I conceptualized and wrote the core messaging for the vehicle: "FRAMTIDENS RESURSER PÅ VÄG" (Future resources on the road). This bold statement runs along the sides of the bulk trailers, flanked by the balanced co-branding of the three collaborating partners. The resulting aesthetic is heavy-duty yet exceptionally clean, cutting through the visual noise of the highway while perfectly summarizing a complex circular economy initiative in just four words.
By showcasing the final design through the extensive national and international press coverage it generated, the immense real-world reach and strategic importance of this electrification project becomes instantly clear. It is proof that industrial infrastructure, sharp copywriting, and premium brand design can, and should, go hand in hand.
