Stuiq designs branding for Zurich circular economy site "Josy"

Between Hardbrücke and Viadukt, Zurich has created a new place for living the circular economy. Since October 2025, "Josy" on the Josef site has been the central address for sharing, repairing and lending in the city. The temporary interim use is part of Zurich's circular economy strategy and is operated by Entsorgung + Recycling Zürich (ERZ). Naming, branding, signage and communication were created by the Zurich agency Stuiq.

The concept is clear: repairing instead of buying, swapping instead of throwing away. At "Josy", items in good condition can be handed in and taken away free of charge. The focus is on avoiding waste so that indirect greenhouse gas emissions can be reduced. In addition to the bring & collect service managed by ERZ, there is also space for private providers with sustainable offers. Further offers are planned for the future, including a corner for playful communication of the circular economy and a catering offer.

Emotional anchoring through branding

Stuiq's brief was not only to plan the area functionally, but also to anchor it emotionally - as a place of togetherness, inspiration and conscious consumption. "Josy should not only be a meaningful offer for Zurich, but also a new hotspot for encounters and community," says Manuela Engeli, Project Manager Communications at ERZ. "That's exactly what the name conveys - approachable, urban, warm. A part of our everyday life."

The agency developed a comprehensive identity for the project. The branding and signage convey the attitude of the project and create a direct point of contact with the target group. In early summer, Stuiq also launched an eye-catching marketing campaign to revitalize the area with suitable offers, workshops and restaurants. The vacant rental spaces were showcased in a striking way - filled with iconic objects from Zurich brockis.

Since the end of October, "Josy" has also been a talking point in the cityscape. The eye-catching multimedia campaign invites Zurich residents to give objects a longer life. Stuiq has set out to find real Zurich treasures on the streets and encourages people to bring them to "Josy". Because what one person no longer needs could be someone else's new favorite item.

"We were a huge fan of the whole Josy idea right from the start," confirms Anna Kindlimann, Partner and Creative Director at Stuiq. "Not just an offer that certainly captures the zeitgeist. But also a place full of creativity that creates something new from something old. This is exactly what we wanted to package and convey as emotionally as possible in our campaign."

Hundreds of people are already exchanging items at "Josy" every day - a clear signal that the concept is working. The opening at the beginning of October was initially celebrated with the neighborhood. All guests were directly involved in the invitation: They were asked to bring a personal item that could be swapped at "Josy" with immediate effect. For a successful and vibrant circular economy in Zurich.

Responsible at Entsorgung + Recycling Zürich (ERZ): Manuela Engeli (communication sub-project). Responsible at Stuiq: Anna Kindlimann (Partner and Creative Director).