In a multi-stage competition to market sustainable towel and toilet paper, Schwarz+Matt came out on top. Schwarz+Matt will develop and market the new “Green Hygiene” brand in the future.
Huchtemeier Papier GmbH is a family business with 120 years of tradition. Sustainability is one of the central and lived company values. With Green Hygiene, Huchtemeier now offers a sustainable towel and toilet paper made from 100% certified recycled material. Particular focus is placed on completely plastic-free packaging. This is intended to address one of the most important ecological challenges of our time: Freeing the oceans from plastic waste.
To this end, Huchtemeier had invited tenders for the development and marketing of Green Hygiene. Loosely based on the motto “Here you have to go to the toilet”, a visit to the toilet in conjunction with Green Hygiene products should surprise and offer a sustainable experience. Schwarz+Matt took up this challenge in the pitch and finally convinced with a clear and minimalistic corporate design, in combination with a strong figurative mark. In addition, the users of the Green Hygiene products will get a good kick in the ears in the future. The central idea is in fact a radio play that is intended to bring the consumer closer to the sustainable products in the sanitary rooms.
Based on the results from the pitch, Schwarz+Matt is now supporting the further development of the brand, the products, the packaging and the marketing. The holistic approach and the sustainable campaign development convinced Huchtemeier of the cooperation.