From trusted insulation favourite to sustainable lifestyle champion
Rebrand for the Rockwool Group
Insulation is a complex product, in a low-interest category. ROCKWOOL had struggled to get cut through with its’ communications. It approached H+K to help develop its Purpose, and story telling approach, repositioning it as a key player in sustainable living.
To deliver on their new brand purpose ROCKWOOL needed an identity which allowed them to communicate lifestyle, talking to a much broader range of audiences than they had been previously.
A new symbol and facelift to their classic word mark helped rationalise the groups architecture from disparate and siloed to a family of products delivering solutions for sustainable living. The symbol was based on volcanic rock, the sustainable source of the groups raw material.
The lifestyle elements of the brand came to life through imagery and moodboard style layouts inspired by the language of building, and interior design projects.
A unified Group architecture strengthened the business and helped communicated the versatility of the core product offer
The laydown principle unpacks the story of each product benefit
The new brand was launched with the Groups 2016 annual report
A brand film brought the concept to life
Brand guidelines
Three initial creative routes: A kitemark, unpacking project stories through moodboard laydowns and a 3D rock fibre world
