Zelestra

Energy & Industrial

Zelestra, formerly Solarpack, is one of the global leaders in renewable energy infrastructure. The company has spent over two decades expanding into both mature and emerging markets, evolving into a multi-technology partner for the energy transition. Backed by EQT, Zelestra had the support to reimagine its brand to align with its business objectives. The transformation included a new name, brand strategy, verbal and visual identity, as well as internal tools to embed change, from culture pillars to an EVP. The aim? To ensure the brand felt as bold and future-focused inside the organisation as it does out in the world.

STANDING OUT IN A SEA OF SAMENESS

The renewable energy sector is crowded with indistinct brands, saying the same things, in the same ways. We saw an opportunity for Zelestra to break from the pack, not through louder claims, but through a more honest and distinctive focus on its customer profile. The new brand strategy marked a clear shift: Zelestra exists to make decarbonisation achievable, not in theory, but in partnership with visionary clients and cutting-edge technology. This purpose is underpinned with brand beliefs that reflect the company’s commitment to long-term collaboration, innovative thinking, and a no-nonsense approach to getting things done.

Designing for distinction

The name ‘Zelestra’ captures the company’s ambition, technical precision and human energy. Designed to stand apart from the industry’s typical naming patterns, it signals a change in both scope and scale. The visual identity follows suit. Inspired by motion, the Newton’s cradle symbol evokes energy in motion and momentum. The colour palette uses deep yellows, burnt oranges and neutral greys convey energy in movement avoiding green fields of flowers and other tired metaphors. Paired with an understated wordmark and a motion-first language, the brand is built to flex across platforms and cultures—ready for global growth.

LEO MORENO

The rebrand is a key step in the evolution of our company. Differentiation is vital to remain relevant and competitive.

CEO, Zelestra

Making IT real, inside and out

A brand this ambitious only works if it’s felt and lived across the organisation. That’s why we worked with Zelestra’s leadership to define culture pillars and an Employee Value Proposition (EVP) that align with its renewed identity. By engaging teams from the start and providing the tools and platforms to turn strategy into action, we helped ensure the rebrand wasn’t just a new look, but a real shift in how the business sees itself, speaks, and shows up every day.

Impact

After the brand launch, Zelestra established itself as a global player, partnering with some of the world’s most sophisticated energy buyers, including hyperscalers like Meta and Microsoft. This growth earned recognition from BloombergNEF as a top 10 global seller of clean energy to corporations. In 2025, this momentum continued, achieving Top Employer certification across all global markets. Zelestra’s transformation sets it apart in a sector full of sameness.

<a href="https://www.transformmagazine.net/awards/europe/the-winners/">Transform Awards Europe 2026</a> - GOLD: Best Brand Development Project to Reflect a Change of Mission, Values or Positioning

<a href="https://zelestra.energy/en" target="_blank" rel="noreferrer noopener">Zelestra's Website</a><a href="https://zelestra.brandtoolk.it/" target="_blank" rel="noreferrer noopener"> Zelestra's Brand portal</a>

Powering progress with purpose

Zelestra

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