2024
Circular at scale
Client: Duni Group
Team: Mathias Walter, Rolf van Der Boel
Designed while employed at Zenit Design
Challenge
Duni Group recognised the urgency of shifting away from a linear take-make-waste model, but the transition to circularity at scale is inherently complex. It involves rethinking not only materials and logistics, but also how value is created and measured across the business. The challenge was to design a strategy that would address environmental concerns, anticipate future regulations, and remain adaptable to new opportunities in innovation, all while aligning with Duni’s core brand and operational strengths.
Goal
Strategic design and roadmapping to guide the transition toward circular business models at scale by 2030
Approach
Over six months, we employed an insight-driven innovation approach, co-creating and testing various future scenarios for circularity across the organisation. This process included stakeholder engagement with internal teams, suppliers, and sustainability experts to gather diverse perspectives. We utilised the backcasting method to work backwards from a 2030 vision of circularity, identifying current gaps and mapping practical pathways to close them. Our approach also involved defining strategies for implementing circular design principles and developing a framework for measuring circular activities and initiatives.
My role
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Circular economy principles & R-strategies
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Benchmarking
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Synthesis of research
Strategic recommendations
The project resulted in a redefined, centrally guided circular business strategy for Duni Group, establishing the foundation for long-term transformation. We proposed a purpose-driven framework for development and innovation, anchored in circular design principles, to support both near- and long-term actions. To strengthen organisational alignment, the strategy also focused on creating a shared understanding across departments of what a circular future entails in both scope and ambition. Finally, we outlined an initial structure for measuring circularity performance and monitoring progress - ensuring that the company can continue to track, evaluate, and adapt its efforts as it moves towards its 2030 goals.
Image sources:
1. © 2020 Duni Group, 2. © 2025 by Circularise, 3. © 2020 by Duni Group, 4. © 2021 by Duni Group