^{Photo: Mats Högberg, Ving}

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I helped Reused Remade develop Ving’s first circular collection made from their own hotel textiles.

Reused Remade’s goal was to establish a circular economy within Ving’s operations.

^{Photo: Mats Högberg, Ving}

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My contributions included concept development, product identity, messaging, and creating woven tags and prints for the products.

Additionally, I designed the packaging and crafted a strategic launch plan that involved clear messaging, identifying target audiences, selecting appropriate channels for PR releases, and coordinating social media communication to ensure a successful rollout.

The “Circular” collection was successfully launched in June 2024 and the products sold at their resorts in Europe, offering guests a responsible choice for their textile needs.

From Waste to Want

Reused Remade is an impact company specializing in upcycling discarded hotel textiles. Their approach involves collecting used towels and bed linens from hotels and laundries, transforming them into durable, stylish, everyday products.

By offering circular solutions, Reused Remade helps businesses like Ving, a leading travel and leisure company, to significantly reduce their carbon footprint.¹

Sources:
¹ Reused Remade, LCA 2025
Naturvårdsverket (The Swedish Environmental Protection Agency), Dagens textila flöden – en global miljöutmaning

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I retouched and used photos of the manufacturing process, including images of cut textile shapes for Ving’s headbands and make-up pads, for storytelling. We made 16 headbands and 14 reusable makeup pads from a single reused towel!

Each item was branded with a subtle touch of Ving’s wave in light grey and the slogan, “Where Circularity Meets You”. The concept was carefully crafted to align with Ving’s brand identity.

The challenge of matching Pantone colors across woven and printed materials required the use of dual-thread weaving to achieve the desired hue. The variations in the shades of white from the reused textiles added a unique, personal touch to each product.

I designed the packaging for Ving’s product line “Circular”, which included kraft paper banderoles and hang tags with simple illustrations to emphasize the circular nature of the products.

I simulated their shelves to design a presentation that sparks interest and drives sales.

This included creating top shelf signs, desk signs, and shelf-edge signs – along with providing tailored sales support.

^{Photo: Mats Högberg, Ving}

The product range included, among other things, Toiletry Bags, Tote Bags, Beach Bags, and Hair Turbans, Eye Masks, all designed, folded and packed to reflect the high quality of Ving’s discarded textiles.

Over 19 tons of change

Over 19 tons of Ving’s discarded bedlinen and terry towels were transformed into 150,000 new articles.

By reusing their own materials instead of ordering products made from virgin materials, Ving achieved:

• A strong brand story rooted in circular action

• Thoughtful gifts for top clients

• Retail products to sell at their resorts across Europe

• A significant climate impact, helping to save up to 700 tons of CO₂ emissions

• A leadership role in sustainable innovation within the travel industry

• An inspiring example for others—helping expand Reused Remade’s reach and client base

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The challenge was to integrate Ving’s design and brand identity with circularity and reuse. Lena was taking a leading position in the design process and developed the clear and clever design theme “where circularity meets you”. It was very well received by Ving and adopted on all products in the collection.

Per Sandwall, CEO Reused Remade

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Curious about going circular?