| Title | SCA - A FORCE OF NATURE |
| Brand | SCA |
| Product/Service | BRAND IDENTITY |
| Category |
A02. Rebrand / Refresh of an existing Brand |
|
Entrant
|
BOLD Stockholm, SWEDEN
|
|
Idea Creation
|
BOLD Stockholm, SWEDEN
|
Credits
| Oskar Lübeck |
Bold |
Executive Creative Director |
| Adrian Nilsson |
Bold |
Client Director |
| Helena Tencer |
Bold |
Client Director |
| Henrik Hallberg |
Bold |
Client Director |
| Amanda Liljenäs |
Bold |
Account Manager |
| Gunilla Orander |
Bold |
Account Manager |
| Sofia Törling |
Bold |
Account Manager |
| Marjam Malmberg |
Bold |
Strategy Director |
| Fred Östman Ellison |
Bold |
Planner |
| Fredrika Doré |
Bold |
Design Director |
| Anders Jandér |
Bold |
Design Director |
| Gaioo Phunwut |
Bold |
Senior Designer |
| Michael Laning |
Bold |
Senior Designer |
| Magnus Lundgren |
Bold |
Senior Designer |
| Karin van der Kwast Gissberg |
Bold |
Senior Designer |
| Dan Bunnskog |
Bold |
Senior Designer |
| Richard Feldéus |
Bold |
Designer |
| Oliver Nordlund |
Bold |
Designer |
Background
SCA is the largest private forest owner in Europe. Their trees are allowed to grow for a century before they are harvested, and every part of their trees is used to create renewable and recyclable products such as paper, wood products, sawdust, pulp and energy. They are an industry leader in sustainability.
A big challenge when creating the new visual identity for SCA was to change the perception of the forest industry, witch was seen as slow moving and old fashioned. We wanted to challenge that perception by using new technologies to show the beauty of nature´s eco system, and the renewable life-cycle of their products.
Describe the creative idea
Every aspect of the new visual identity was built and crafted around the idea of an infinite cycle — the circular movement and transformation of material. We wanted to capture the essence of the forest while accurately representing their products in a way that has never been seen before. The end result is an ecosystem viewed through the lens of technology. An endlessly looping animation of nature and innovation in harmony. We call it The SCA Universe – an industrial ecosystem driven by the force of the forest.
Describe the execution
We started by going to their forests. In collaboration with their experts, we studied, collected samples, and even grew our own seedlings. The samples were brought to life through meticulously crafted models and cutting edge rendering techniques — hyper-realistic 3D scans, hi-res photogrammetry, and scientifically accurate simulations. Developed as unique assets, the rendered samples can be used together in films/animations or individually as static elements for print and digital applications.
We also created a custom made typeface. SCA Sans is based on the round shapes found in nature combined with industrial and visually graphic cuts. The inspiration comes from how the circular log is transformed into industrially manufactured wood products such as planks and paper.
List the results
Since the launch of the new identity SCA has seen its shares increase 60 % in value which equals a growth in stock market value with 29 Billion SEK (2.8 Billion EUR). In the process of growing this brand to its current value the visual identity has played a significant part.