Fairphone, the sustainable and long-lasting electronics, has unveiled a fresh brand identity alongside an international marketing campaign. This initiative represents a strategic move to expand the company’s reach while staying committed to its founding principles of ethical production and environmental responsibility. The updated identity reinforces Fairphone’s dedication to delivering high-quality user experiences and sustainable innovations that seamlessly fit into modern lifestyles.

In collaboration with the Dutch creative agency Fitzroy, the campaign introduces a new tagline: “Fairphone. The One That Lasts.” Fitzroy’s founder, Marnix Tiggeloven, explained, “The campaign features Mobi, a robot that embodies the growing global issue of electronic waste. Mobi collects discarded electronics wherever possible, highlighting how many smartphones have limited lifespans due to their non-replaceable components. Fairphone, on the other hand, challenges this norm by offering devices with modular, easily replaceable parts like screens and batteries, ensuring extended usability.”

Fairphone’s Head of Brand and Marketing, Alexandra Touzet, emphasized how the refreshed visual identity aligns with the company’s sustainability-first approach. “Our new branding highlights Fairphone’s premium positioning in both sustainable technology and user experience. The contemporary color palette helps the brand stand out in a crowded market, while green accents reinforce our commitment to sustainability. The redesigned logo embodies our brand persona—simple, intelligent, and confident—while also reflecting our forward-thinking vision. The modern aesthetic blends organic shapes for a warm, approachable feel with geometric precision to underscore Fairphone’s focus on quality and innovation.”

Echoing this sentiment, Jan Blaffert, Fairphone’s Brand Lead, reinforced the company’s mission: “At Fairphone, we believe that if you can’t open your device, you don’t truly own it. Our phones are designed for easy maintenance, with parts that can be replaced to significantly extend their lifespan. This new identity and campaign perfectly complement our goal of making durable, sustainable technology accessible to all.”

The campaign is initially launching in the Netherlands and Germany, with plans for further expansion. Marlon von Franquemont-Koster, Creative Director at Fitzroy, expressed enthusiasm about the collaboration: “Developing this new brand identity alongside Fairphone has been an exciting journey. However, this is just the beginning—upcoming campaigns will bring this identity to life even further, with more launches planned for later this year.”