In 2009, Knauf Insulation replaced the phenol formaldehyde resin binder for mineral wool in its products, which had previously seen wide use, with a binder based on natural raw materials. Already known in professional circles as “brown wool,” not only does ECOSE® wool insulation not need formaldehyde and phenol, it also provides excellent thermal protection.
As part of the tenth anniversary of the “brown wool,” SYNBRAND used networked product communication to prominently position the wool insulation on the building materials market.
We gave the product communication a new look, or rather a bearskin, bringing the USP of brown wool to the fore. The brown bear and its fur as the key visuals stand for the natural character and good thermal insulation properties of the “brown wool.” The core message, “Knauf Insulation wool insulation with ECOSE technology is the strongest nature has to offer,” underscores the figurative statement and subtly nods to “the best the market has to offer.”
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