Pedro Osti.
PTEN
← All work

Tropical Forest Products · 2021–2023

Say hello to the world’s best wood

A brand to pull lumber out of the price war.

Client
Tropical Forest Products
Year
2021–2023
Market
United States
Disciplines
Branding · B2B · Trade

Problem

For centuries, lumber was sold in the US as a commodity. No supplier had a perceived differentiator, dealers decided on price, and architects and designers couldn’t guarantee consistent quality, color and origin. At the same time, end customers were starting to demand materials with traceable sustainability.

Insight

Being sustainable didn’t help Tropical if dealers couldn’t tell that story to their own customers. As long as dealers had no argument beyond price, price would keep deciding the sale.

Solution

We launched Black Label, more than a premium line: a 360º marketing program for dealers. It included 37 exclusive labels, 25 spec sheets, more than 30 QR codes, an image bank, a dealer portal, sustainability guides, a new sample strategy with wood booklets, packaging and presence at industry trade shows.

Creative execution

Say hello to the world’s best wood
Say hello to the world’s best wood
Say hello to the world’s best wood
Say hello to the world’s best wood
Say hello to the world’s best wood
Say hello to the world’s best wood
Say hello to the world’s best wood
Say hello to the world’s best wood
Say hello to the world’s best wood

Results

28%of Tropical’s annual revenue within a year
34%average sales margin (+8 pp)
150Morganic impressions in industry press
+16new wholesale and retail accounts
+20%price premium charged by dealers

During FSC Forest Week 2022, the Forest Stewardship Council recognized Black Label as one of the most influential brands in the lumber industry.

Source: Black Label Case Study 2021–2023, Tropical Forest Products.