branding et marketing B2B Agence Carbicrete Agency brand digital identity
branding et marketing B2B Agence Carbicrete Agency brand Spec Sheet 2
branding et marketing B2B Agence Carbicrete Agency brand messaging

Building the future with decarbonized concrete.

Category design is about inventing a new market category, developing it, and conditioning the market so it will generate demand. Making what came before seems outdated, inefficient, destructive.

Results:

Ensure that the cement-free concrete products manufactured get specified and establish cement-free as the new standard in construction.

Challenges :

  • Multiple key stakeholders, all of which are essential to the commercial success of CarbiCrete.
  • Two distinguished offers, each requiring a different marketing strategy.
  • Both strategies relying on the success of the other to drive growth.

Together with the marketing team, we decided to create a new game-defining concrete category: cement-free concrete. Our strategy was to evangelize how cement-based concrete is responsible for 50-85 % of any given building’s embodied carbon and position CarbiCrete cement-free concrete as the only solution.

We also created a technology signature that can be used by licensed concrete manufacturers to identify their cement-free concrete products.

A brand
that stands out!

branding et marketing B2B Agence Carbicrete Agency brand packaging