Press room

Pyrowave unveils its platform for an electric future

2021-10-28 / Press room

Pyrowave unveils its platform for an electric future

The company launches its new brand image as well

Montreal, October 28, 2021 – Pyrowave is entering its growth and commercialization phase. For this occasion, Pyrowave’s team has revisited its new brand image, reinforcing the strategic positioning of the company. Pyrowave is proud to reveal its chemical process electrification platform, with a new brand image including a new logo and an upgraded (


Electrifying progress: a unique position on the market

Pyrowave stands out from its competitors with its patented microwave technology that has the potential to electrify and decarbonize industrial chemical processes, creating lower carbon materials. According to a report by the Ellen MacArthur Foundation, 45% of greenhouse gas (GHG) emissions come from the production of goods. This is due to the fact that the majority of goods produced contain commodities that are primarily manufactured by thermal processes, which therefore require the burning of fuels to operate. Thus, a new generation 100% electric platform using microwaves to manufacture chemical commodities, such as the one developed by Pyrowave, allows industries to reduce their GHG emissions by making possible the use of renewable energy. 

This positioning has been developed thanks to a collaborative work between Sid Lee, a creative agency, the employees, the board and Pyrowave’s partners. This process led to a new brand image and a new slogan: “Electrifying progress” which embodies its vision that the future will be electric.

“Thanks to its expansion, Pyrowave now plays in the big leagues, but works in a field still little known on the market. We wanted to have a strong brand image that also reflects our DNA of a progressive, optimistic, bold, and authentic team. So, we initiated a process to better define ourselves and to have a unique positioning supporting our growth for the coming years”, stated Virginie Bussières, Vice-President, Communications, Marketing and Government Relations at Pyrowave.

“Pyrowave is one of those progressive companies that inspire us with their ambition to induce a green shift in the way of producing materials and optimizing the planet’s resources. Our creative team is very honored to have been selected to help Pyrowave propel the development of its brand image here and around the world, sustained Marie-Elaine Benoit, Creative Director at Sid Lee. Electricity and the company’s innovative processes are at the source of inspiration for this new, vibrating and retro-futuristic brand identity. A visual representation of the energy and technology revolution triggered by Pyrowave.”


Values guiding our actions

While having this positioning process, Pyrowave conducted internal workshops with the consulting firm Alternative RH to identify with the employees the common values that guide their daily actions and to maintain an innovative culture despite the company’s current rapid growth.

Respect · Trust · Impacting · Creativity · Facts come first · Making efforts to improve the outcomes

Pyrowave’s success relies on the strength of its outstanding team. The firm is always looking for new talents. To join the adventure and consult the job offers, it is possible to visit the Career page of the website and to follow the LinkedIn account.


Reinforcing our business model

This process also reinforced Pyrowave’s business model, which consists of equipping change-maker industries that are involved in a circular and low-carbon economy. The firm produces PW6 equipment to recycle polystyrene (plastic #6) and sells licenses, whereas the microwave innovation centre continually improves the platform while developing new patented applications. The researchers contribute therefore to enrich the new research field of electrification of chemical processes.

Hence, the specific features of the technology platform led to a partnership with Michelin and attracted investors, such as Fonds de solidarité FTQ, who saw the potential of the platform for decarbonizing industries and process electrification. Those alliances and investments help accelerate the deployment and export of Pyrowave’s equipment in Europe.


A brand new website

The Pyrowave website has been completely redesigned to embody the new brand image. This destination now offers content presenting the technological platform, the equipment, and also factual and reliable information on the emerging sector of chemical recycling of plastics.

"At Pyrowave, we believe that the future will be electric, and that electricity will power all kinds of innovations in the service of the circular economy and sustainable materials." - Jocelyn Doucet, CEO of Pyrowave


About Pyrowave

Pyrowave is a pioneer in the electrification of chemical processes based on low carbon footprint microwaves. Pyrowave is also a leader in the plastic circular economy and chemical recycling to regenerate post-consumer and post-industrial plastics into new plastics, reclaiming these resources’ full value. Its patented high-powered microwave catalytic depolymerization technology platform is the most advanced in the world and is now at the forefront of the next generation of plastics. By restoring plastics to their molecular state identical to virgin materials, Pyrowave technology enables infinite recycling of plastics and provides a circular economy solution to meet the global plastics recycling challenge.

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For more information, please contact:

Virginie Bussières

Vice-President, Communications, Marketing and Government Relations, Pyrowave

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