brand strategy / storytelling / brand identity / website
Houtex, a timber trading company, approached us to develop a brand for their latest wood impregnation product. This product is 100% biodegradable, made in the Netherlands, and opens up new possibilities within the construction industry. Flamefix is the first fully biodegradable impregnation product that protects wood not only against fire but also against wood rot. Our mission is to ensure that Flamefix becomes top of mind for architects, developers, and builders.
During several workshops, Houtex expressed a strong preference for retaining the name Flamefix. The challenge was that this name was also used by the supplier who had sold the patent. The older version of Flamefix was primarily suited for indoor applications, while the new Flamefix offers significant advantages for outdoor use. To clarify the positioning, we decided to differentiate the Flamefix products by clearly labeling them for their respective applications.
From the storytelling workshop, we extracted and rewrote the Flamefix narrative to align with the new positioning. This narrative then served as the foundation for further communication and translations. With a powerful vision of a truly greener world, where sustainable building materials are the standard, their mission is to convince everyone of this and make it accessible to all.
Flamefix is currently the only product on the market that not only significantly slows the ignition of wood but also triples its durability, regardless of the type of wood used. Houtex already had an excellent product, but the introduction of the Flamefix brand gives it the recognition it deserves. Sustainable and ecological wood impregnation, making it a reliable choice for a new generation of builders. Faster and cleaner construction with wood is the future, and Flamefix can make a substantial difference in achieving this.
Connect with our head of strategy, Isabella, to brainstorm about your brand.
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