In a nutshell
With the establishment of the Green Hygiene brand, Huchtemeier Papier GmbH, with the holistic support of the Schwarz+Matt marketing agency, has developed a solution for environmentally harmful waste in sanitary facilities.
Disposable hygiene products and sustainability. Does it fit together? It is now. With the establishment of the Green Hygiene brand, Huchtemeier Papier GmbH, with the holistic support of the Schwarz+Matt marketing agency, has developed a solution for environmentally harmful waste in sanitary facilities. The environmentally friendly towels as well as the toilet paper are not only made of 100% certified recycled paper and are produced CO2 neutrally, they are also packaged completely plastic-free. Green Hygiene thus successfully declares war on environmental pollution.
Sustainability is a topic that affects us all. Thus, Schwarz+Matt was also on fire and accepted the challenge to create a convincing brand from the idea that would conquer not only the B2B but also the B2C market. Green Hygiene is to permeate the entire retail chain: From the manufacturer to the specialized trade, to the end consumer.
After extensive consultations and brainstorming sessions, the design team was faced with the task of ensuring a compelling brand presence. Now Green Hygiene stands out with a clear and minimalist corporate design and a strong figurative mark. The design determines the entire presence of the brand and so the products have also received eye-catching packaging, with which Green Hygiene directly catches the eye. But it is not only on the shelves that the brand will convince with its new corporate design from now on: in addition to the packaging design, Schwarz+Matt also conceived the Green Hygiene website and took over the production of the visual material.
In order to appeal to consumers not only visually but also emotionally, Schwarz+Matt has created new characters. Each product now has its own name: Frieda, Rainer and Hannelore are just more sympathetic than “Falttuch TJ2-320-RC75”.
Successful storytelling generates great attention in the course of the product launch in a quick-witted manner. The issue of sustainability becomes part of going to the bathroom in a sympathetic way, ending with, “You have to go to the bathroom here.”
To take the marketing of Green Hygiene to the next level, we also brought the story to the digital world. The products named Frieda and Co. became protagonists of a radio play. The central idea is to make recycling tangible and to tell an exciting story about the products’ past. The paper roll you are using right now may have been packaging in a perfumery in its previous life. Soon, these stories and more will be heard in the sanitary rooms.
With the development of the brand, the conception of a marketing strategy as well as the convincing brand appearance of Green Hygiene, the foundation for the further cooperation between Schwarz+Matt and Huchtemeier Papier GmbH has been laid. The creative positioning bodes well for great success, and we’re excited to be part of a product launch that makes our world a little better – and, most importantly, cleaner.
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