Re-inventing is an emerging design venture founded by product designer Juan Fuente in Glasgow, 2010. The products are mainly made from natural and reclaimed materials. The idea behind Re-inventing is to extract the potential left in disposed materials and to create unique, handmade products that can be used for a long time adding value to the user’s life. The visual identity concentrates on upcycling and ‘re-inventing’, establishing 5 key principles: recycling, reclaiming, reviving, remaking and repurposing.