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Guerilla delivers hi-tech new brand identity and strategy


Newcastle’s Guerilla has delivered a new global brand strategy and visual identity for hi-tech firm FiberLean Technologies.

Fiberlean describes itself as “a leading global innovator and producer of sustainable Micro Fibrillated Cellulose (MFC) solutions.”

In layman’s terms, Fiberlean’s hi-tech materials can help produce paper, packaging and other products with a significant reduction of wood fibres usually needed to create the same material. The partnership with Guerilla is designed to catalyse FiberLean’s transformation towards commercialising cutting-edge MFC solutions, including reinforcement of ceiling tiles and launching food coating.

Frederic Naves, Fiberlean’s technical sales manager and digital marketing manager, said: “We eeded an experienced marketing partner who could understand the intricacies of our business and market and deliver a highly strategic and all-encompassing branding solution on a global level. Guerilla has created a unique game-changing brand platform that is transforming our internal culture and external awareness, positioning FiberLean as the global MFC market leader.”

Guerilla employed its award-winning ‘brand builder’ process to develop a new brand platform, seamlessly integrated into the overarching FiberLean business strategy.

James Allen, MD of Guerilla, added: “Creating a new brand strategy that works on a global level is always thrilling. Collaborating closely with the FiberLean team has been a stimulating and rewarding process that has delivered great results. It was important that the new brand conveyed the sustainability and connective properties that FiberLean and their MFC solutions have to offer on a global level.”

Having launched of the new FiberLean brand campaign, including a state-of-the-art website and digital strategy, Guerilla’s team is now focused on supporting FiberLean’s global marketing strategy and execution.

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