Mareiner Holz has developed a whole range of techniques for finishing untreated wooden boards in an environmentally friendly way. In doing so they discovered that each wood has its own unique character and therefore requiresindividual techniques in order for its true character to really shine. So much more than just flooring. When “Mareiner Holzindustrie” became simply “Mareiner Holz” it marked not only the adoption of a clear positioning strategy but also the establishment of “Wood Treatment” as a new market category. In addition, an emotional world was created by this courageous brand personality, which is especially evident in the aesthetics of the company’s products: 100% natural beauty. As the company’s brand mark, Bert the woodpecker is the whimsical representative of the agile outdoorsmen.

New branding and positioning for Mareiner Holz, leading wood processor in Central Europe, by moodley brand identity.



Client: Mareiner Holz
Strategic advice: Johanna Ecker
Creative direction: Mike Fuisz
Art direction and graphic design: Wolfgang Niederl
Photography: Andreas Balon
Project management: Angela Pilz
Product photography: Marion Luttenberger


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