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Lignew
Brand Strategy & Corporate Design

How is wood turned into a 100% ecological wood foam material, and how can this innovation be successfully brought to market? The branding experts at dan pearlman developed the name, corporate design, and communication for the new brand LIGNEW.

WHAT WE DID

Campaigning
Branded Content
Communication Strategy
Public Relations
Consulting
Communication
Corporate Design
Change Process

A BIT MORE DETAIL

Butterweck Rundholzlogistik GmbH & Co. KG from Lehe in Emsland is a second-generation family business offering services related to wood. Over the more than 45 years since its establishment, the owning family has earned an excellent reputation as a sustainable forestry company, consistently taking responsibility for the natural resource of forests. In cooperation with the Fraunhofer Institute, a multi-year research project led to the development of an ecological wood foam, which will be marketed by the newly founded Butterweck Holzstoffe GmbH & Co. under the brand name LIGNEW.

 

Product Innovation from Northern Germany

The new foams made from pure wood or wood fibers represent the first large-scale production of wood-based foams aimed at improving resource efficiency and substituting petrochemical raw materials. This innovative product replaces existing insulation materials, furniture panels, door fillings, and packaging materials with a more environmentally friendly and sustainable alternative. The wood used is fully utilized with no waste. The new material, made of 100% wood, is sustainable, ecological, and conserves valuable natural resources and the environment. These patented wood foams are so innovative that they establish a new class of wood-based materials.

 

Sustainable Construction

The new wood foam is an important step toward sustainable and resource-efficient design and construction in the furniture industry, as well as in the construction and real estate sectors. Using wood foam as an alternative to conventional products, a lightweight yet stable material with diverse applications can be produced, for example, in packaging, as lightweight panels, or as insulation material. As a lightweight core layer in sandwich panels, wood foam can also be used in furniture, doors, or wall elements, such as in trade fairs, stage construction, and interior design. As packaging, wood foam can be easily and environmentally disposed of with paper waste. Thanks to its spreadability, wood foam can be flexibly distributed and pre-profiled into wood foam panels in large dimensions and a wide range of densities.

 

Branding from Berlin

The owning family relied on the strategic expertise of dan pearlman for consulting and had the brand name, corporate design, and brand communication developed by branding experts in Berlin. The result is a modern brand presence that reflects the commitment to sustainability in all communication materials. With business stationery, a website as a digital business card, and a press kit for the launch, the innovative start-up from Northern Germany can embark on a successful market entry. A highlight for marketing and sales is the specially developed and branded sample box with product samples of the wood foams and accompanying printed informational materials.

We wish LIGNEW a successful start in the future of sustainable building and look forward to seeing the entrepreneurial combination of tradition and innovation grow and thrive.

More information: https://www.lignew.eco

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