Securing The Future.

Corporate Rebranding & Waste Streams – Workwear & Media

Why Organisations Rebrand

Organisations rebrand for a variety of reasons, and the decision is typically driven by a combination of internal and external factors. Here are just a few examples.rebrand graphic

modernisationBrand Modernisation

Over time, a company’s branding may become outdated and no longer resonate with the current market or audience. Rebranding can modernise the brand and make it more relevant.

reconsolidateBrand Consolidation

Large conglomerates with multiple brands may choose to rebrand some of their subsidiaries under a single, unified brand to simplify management and reduce confusion.

9Changing Business Focus

When a company shifts its focus, expands its product or service offerings or enters new markets, it may rebrand to reflect these changes. This helps align the brand with the company’s current goals and target audience.

RepositionBrand Repositioning

If an organisation wants to change the way it is perceived by its target audience, it may undergo a rebranding process to reposition itself in the market. This often involves altering the brand’s messaging and image.

13Mergers and Acquisitions

When two companies merge or one company acquires another, they may choose to rebrand to create a unified and consistent brand identity. This can help reduce confusion and convey a sense of unity.

12Negative Public Perception

If an organisation faces a public relations crisis or has a tarnished reputation, rebranding can be a way to distance itself from past issues and start with a fresh image and reputation.

Why Organisations Should Rebrand Responsibly

When an organisation chooses to rebrand, material that bears its former brand identity cannot be used following the rebrand and will need to be disposed of. If this is to be done responsibility, security and sustainability must be taken into account.

Much of this material falls into three types: paper, textiles and media.

security icon 1Security

Some material presents a potential security risk if it is allowed to enter the public domain. Branded uniforms or workwear could be used to gain unauthorised access to restricted areas or to trick persons into believing the wearer is a bona fide employee of the organisation. Branded stationery or certificates could be used fraudulently. Unauthorised possession of documents and media containing sensitive, personal or confidential information could result in a data breach.

Disposal and destruction of these items must be carried out in such a way that they cannot be used for any criminal activity.

Sustainabilitysustainability green

It is also essential to consider how disposal can be carried out sustainably, to reuse resources where possible and to reduce the amount of waste that is being sent to landfill.

Paper, textiles, electronic equipment and media can all be processed sustainably.

How Organisations Can Rebrand Responsibly

When a company is undergoing a rebrand, the sheer amount of work involved may mean it is tempted to hire a large skip for disposal of all the redundant stationery and promotional literature, uniforms and workwear that bears the old brand. But even if the skip is collected by a certified waste contractor, this doesn’t mean that the contents will be disposed of sustainably or securely.

Specialised waste disposal, destruction and recycling services for paper, textiles and electronics will maximise the yield of recyclable materials, minimise the amount of waste that goes to landfill and give you peace of mind that your brand reputation and public interests won’t be compromised.

Avena Group has built a reputation for secure, professional destruction and recycling and offers three specialist services.


SECURALL is a secure disposal and recycling service for all paper-based materials. BS7858 security-vetted Avena personnel can either periodically empty lockable disposal consoles located in your offices or collect material in bulk. This is transported to our processing facility, where it is shredded into fine particles which comply with and exceed the requirements of GDPR. The paper waste is then sold to pulp processors for remanufacture into new paper.


Running on similar lines to SECURALL, this service provides secure, sustainable processing of waste textiles and clothing. We operate a three-level grading system for the fibres extracted from the shredding process: top-grade fibres are respun into yarn that is used to make new fabrics; second-grade fibres are used for upholstery padding and sound-absorption in vehicle interiors and office screens; the small quantity of third-grade fibres is used for energy production.


The third element in our triad of secure disposal and recycling services is SECURETECH, which offers professional disposal of electronic hardware and data storage components such as hard drives, flash drives and compact discs.

As a WEEE-certified waste contractor, we ensure all recyclable and hazardous components are processed appropriately. Our destruction process also guarantees all sensitive and confidential data stored on devices is permanently destroyed and irrecoverable.

If you’re rebranding or just in need of a secure destruction solution, register your interest below:

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To get a quote for shredding or destruction services, please fill in the contact form and a member of our support team will contact you within 24 hours.