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Carvajal

Earth Pact

A product with a greater purpose

CHALLENGE

Having developed an innovative line of eco-friendly papers made entirely out of sugar cane fibers, Carvajal Pulp and Papers sought to enter the U.S. market. Knowing that success would be difficult to achieve in this highly competitive category, the company engaged MBLM to help create a powerful and engaging brand that would convey the product’s unique attributes, as well as Carvajal Pulp and Paper’s commitment to the environment and the community of people who support sustainability.

MBLM worked closely with Carvajal Pulp and Paper to analyze the U.S. market in order to identify the brand attributes required to achieve strong differentiation. Through this work, we created a brand value proposition that highlighted the benefits of this paper and served as a platform for the development of a series of activities to bring together the product’s users with the activities and projects introduced by the brand. MBLM created a brand name, visual identity and package design to communicate the brand promise, and a visual system for application to the brand’s touchpoints.

RESULTS

Earth Pact has been successfully launched in the United States and the product, its message and its presentation have generated extremely positive feedback. The product was the first of its kind to be introduced in Colombia and is in high demand. More than 20 of Colombia’s large corporations have adopted Earth Pact for their communications.

CLIENT
Carvajal
CAPABILITIES
Brand Identity, Performance Metrics and Analytics, Naming, Brand Strategy