Introducing Sable Rubber, formerly known as Molectra. Rubber has long been synonymous with unsustainability. In Australia, we do not produce any virgin rubber and instead import it. Typically, rubber's lifespan is short—vehicle tyres lose tread quickly and often end up in landfill or incinerated. Sable is actively working to change this narrative by transforming the way rubber is regenerated. They take used rubber, process it, and transform it into a genuine alternative to virgin rubber—fit for any application. When the project started, a phrase emerged within the team: "black is the new green," fitting for the innovative and disruptive spirit of the brand. We leaned into this idea through the name "Sable," a word used to describe blackness and derived from "sustainable." We repositioned the brand from a recycling company to a tech company, giving Sable the potential to stand out in a stylistically stagnant industry. We built on the central attributes of innovation and minimalism to bring to life the 3D visuals that tell the story of rubber regeneration. Scope: Branding, naming, logo design, visual identity, website design and website development.