Cunrath refabrics. brand creation, strategy and activation

Client’s request

A man on a mission: how can I position myself as the link in the field of technical textiles between architect, textile manufacturer, construction company and builder? How can I position myself as more than a consultant? As a kind of guide, with years of experience, in technical textiles?


Our approach

Cunrath's question unraveled.

Fortunately, we didn’t have to pull our knowledge from under the dust. These 3 questions were tailor-made for us.

Brand creation
Brand name, baseline, logo and corporate identity
Go-to-market strategy
How to have awareness among different target groups
... and action!
Exactly what we want for EI.

For everything to fall into its proper folds, we started at… the beginning. Getting to really understand the client and his idea. After a few conversations, we came to the core values, mission and vision of Cunrath’s concept. Provided with this information and –a lot – of brainstorms passed, we fabricated the name and baseline. Based and complementary to this we created a logo and visual identity in collaboration with Beeldsmid.

Stop there? Ofcourse not! Let’s strategize and activate. Presence at Heimtextil, the most important trade fair for textile experts. Under the guise of “dress to impress,” we armed Cunrath and team with out-of-the box business cards. Information for textile lovers, printed on texile. Why choose paper when you can do it on a fabric roll? An instant eye catcher.


A tailor-made branding and marketing strategy for Cunrath refabrics. .
Including successful brand pyramid and a rolled-out marketing strategy.

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