Mário Mandacaru
Creative Director
Cristina Gonçalves
Project Director
Biond
Biond, for a more active role in decarbonization.
Formerly known as Celpa, it is the non-profit organization that ties the industrial activities of pulp, paper and cardboard, representing 10 companies and around 90% of the sector´s national production. The leading objective for the coming years is to become the future of the Portuguese Economy’s decarbonization and ensure the replacement of fossil origin´s materials. In 2022, A EQUIPA was called to join efforts on this mission, and develop a new naming and brand identity aligned with such challenge.
A EQUIPA
Celpa is now Biond. A new word that blends “biologic” and “beyond”, a new name that conveys the ambition of this industry and current strategy: use nature itself to save the planet and it´s forests. The chosen typography offers an image of assertiveness and trust. A circle tops off the wordmark, symbolic of the circular economy principles that the industry now represents, and the slogan “Forest Fibers from Portugal” not only positions assertively in it´s sector, but also it’s origin, giving the new identity a bolder ownership.
The new graphic universe and communication strategy were based on the circular shapes of the identity and reflect the new paradigms of the bioindustry and forest activity: more circular and greener. The graphics focus on circularity and on the commitment to give back to the forest what it gives us. In a round way. A communication made through templates themed around exports, sustainability, energy, products and the future.
Wall Street English
Learning English in a team (Equipa).