Fairphone Unveils New Brand Identity Championing Long-Lasting Sustainable Electronics

Fairphone, the industry leader in long-lasting sustainable electronics, is launching an international marketing campaign with a bold new look and feel as part of their brand-new visual identity. This step marks a strategic shift aimed at increasing Fairphone’s impact by reaching a broader audience. At the same time, the brand remains true to its core values of sustainability and ethical manufacturing. With the new identity, Fairphone emphasizes high-quality user experiences and sustainable innovations that perfectly blend with the lifestyles of their target audience. 

An international campaign with a new pay-off 

Created in collaboration with Dutch creative agency, Fitzroy, the new campaign announces a new pay-off for potential Fairphone owners: ‘Fairphone. The One That Lasts’. Marnix Tiggeloven, founder of Fitzroy, said, “The campaign introduces Mobi, a robot that personifies the global e-waste problem, collecting broken electroni whenever and wherever it can. Most smartphones have short lifespans because parts cannot be replaced. This is in contrast to Fairphone models that last much longer, thanks to replaceable parts such as the screen and the battery.” 

A fresh visual identity 

Alexandra Touzet, head of brand and marketing at Fairphone, commented, “Fairphone's new visual identity showcases our premium positioning in both sustainable tech and user experience. Fresh, contemporary colours give the brand a distinctive appearance in a crowded market, while green accents emphasize the focus on sustainability, confident owning the space. The new logo reflects our new brand persona —simple, smart confident—and our vision for the future. The modern design combines organic shap for a warm and accessible appearance, with clean lines and geometric elements that emphasize Fairphone's precision and innovation. 

Collaboration with United Playgrounds 

The new brand identity and campaign were developed in collaboration with Fitzroy, while De Nieuwe Zaak was responsible for media buying. Both agencies are part of United Playgrounds, a collective of enterprising agencies that work together on creative and impactful solutions. The film production, including the development of the CGI characte Mobi, was realized in collaboration with Artbox. Rolling out the social and online assets was carried out in collaboration with De Nieuwe Zaak and Extrafazant.

Jan Blaffert, brand lead at Fairphone stated, 'At Fairphone, we always say that if you can’t open it, you don’t own it. With Fairphone, you can open, easily replace parts and maintain your device, making it last much longer. The new identity and campaign fi seamlessly with our mission to make long-lasting, innovative technology accessible to everyone.” 

New milestones on the way 

The campaign is being rolled out in the Netherlands and Germany. Marlon von Franquemont-Koster, creative director at Fitzroy, said, 'We are happy to have been able to develop the new identity together with the Fairphone team. But this campaign is just the beginning. The identity will come to life even more in future campaigns, which we will launch later this year.' 

Mischa Schreuder, creative partner at Fitzroy, “To create a new campaign from scratch, it was great to develop the brand character Mobi and the sound around the brand in an early stage with two partners Artbox (CGI Mobi) and Sizzer for the sound. This is a good start for the new character and we will continue working with Mobi in the coming months.”