Mr B & Friends tapped into the unfulfilled mass market potential of the brand to create a strategy and identity to mark Accoya out as category leaders. We developed an organising thought of ‘a cut above’, asserting that this superwood – chosen for Olympic velodromes and Google HQ – was better than the competition. Supported by three brand pillars of Performance, Finish and Sustainability, this repositioned the brand and added relevancy for key audiences.
The new direction will unequivocally establish the brand as No. 1 within core European markets, justify its premium price point and provide a platform for sub-brands in the category. It will also provide the springboard for launch into new key markets.
Accsys Technologies PLC
1 year programme
Strategy, Creative, Digital, Client Services