WA3RM ‹ Lundgren+Lindqvist

Client: WA3RM
Type: Visual Identity
Year: 2024-25

Many companies claim that they can change the world for the better, but very few actually deliver on that promise. Meet WA3RM – a global leader in developing and financing large-scale projects that turn industrial waste streams into valuable resources. Founded by the team behind the groundbreaking “3R” energy concept—responsible, renewable, recyclable—at the ESS (European Spallation Source) in Lund, WA3RM applies proven technology and circular business models to deliver market-ready solutions with immediate impact.

Its first facility uses waste heat to grow tomatoes, creating local jobs, sustainable food production, and a blueprint for industrial circularity. By connecting industries with partners who can reuse their by-products, WA3RM reduces emissions, boosts regional resilience, and demonstrates how a future without take–make–waste can work at scale.

Lundgren+Lindqvist redesigned WA3RM’s visual identity, introducing a comprehensive new design system that includes a wordmark, symbol, typography, colour palette, and a broad range of applications. The wordmark, with its elongated joints, achieves both a harmonious balance and a subtle reference to the pipes central to WA3RM’s operations. Likewise, the main typeface feature an element of fluidity, which is reinforced by text applied in singular, continuous lines which are allowed to stretch from one end to another, sometimes even wrapping around corners in physical applications.

At Regenergy Frövi, WA3RM repurposes industrial waste heat from a cartonboard factory to grow tomatoes in greenhouses. This initiative supports local self-sufficiency, reduces transport needs, and creates new jobs—an effort WA3RM aptly summarizes as “From Paper to Pomodoro.”
As part of this narrative, Lundgren+Lindqvist designed a limited-edition, silk-screened tomato box as a giveaway for visiting policymakers and journalists. Guests were invited to pick three tomatoes—symbolic of the 64,000,000 grown at the facility each year, equivalent to about one in ten tomatoes consumed in Sweden. The box itself was produced from board made at the adjacent Billerud paper mill, the very factory whose waste heat sustains the greenhouses. A complete circle, embodied in design and production.

Lundgren+Lindqvist continue to work closely with WA3RM, supporting their mission to turn Waste to Life™—replacing carbon-intensive practices and advancing industrial circularity.

WA3RM's first project is Regenergy Frövi: a greenhouse measuring 100 000 m2 and producing 8000 tonnes of tomatoes each year.

Regenergy Frövi reuses industrial waste heat from a cartonboard factory to produce tomatoes in greenhouses, at a scale of 100.000 m2.

Policy makers visiting Frövi were gifted boxes, made from board produced at the paper mill that supplies the waste heat, and invited to pick three tomatoes.