How do you make a genuinely sustainable brand stand out when everyone claims to be eco-friendly?
Ismax has been dedicated to 100% recycled paper since the mid-1980s, long before sustainability was trendy in Spain. While the products were high-quality and eco-friendly, the brand was communicating quietly in a market wrapped in green messaging. We stepped in to amplify their voice and move Ismax from a niche sustainable choice to a confident and bold market leader.
From research to brand identity
The transformation began with insight. Through in-depth market research and store observations, we explored how people actually shop the hygiene aisle and discovered the brand's true power lay in its raw authenticity. We established a vision for Ismax that prioritized bold differentiation, focusing on eco-conscious consumers who value transparency over preachy rhetoric.
The creative concept emerged when we realized the people behind Ismax had a natural gift for interesting, funny one-liners. This inspired the Ismax family: a line of cheeky, talking paper products, each with its own character and voice. We turned these real quotes into packaging copy that makes customers smile while saving the planet.
From packaging to presence
Once the brand had a voice, it was time to make it heard. We overhauled Ismax’s digital presence, turning Instagram into a playground for authentic conversation around sustainability.
The tone: bold and seriously funny. We replaced inconsistent assets with vibrant, colourful photography and film, ensuring the brand's visual quality finally matched the product itself.
Four content pillars guided the strategy: sustainability, community, product, and company culture. Monthly brainstorms tied content to cultural moments, keeping the narrative fresh and reactive.
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