{"id":18140,"date":"2025-11-13T07:57:39","date_gmt":"2025-11-13T07:57:39","guid":{"rendered":"https:\/\/codewebbarcelona.com\/diseno-grafico-destacado-sustana-rebranding-redefine-futuro-los-materiales-sostenibles\/"},"modified":"2026-04-20T19:04:56","modified_gmt":"2026-04-20T19:04:56","slug":"disseny-grafic-sustana-rebranding-materials-sostenibles","status":"publish","type":"post","link":"https:\/\/codewebbarcelona.com\/ca\/blog\/disseny-grafic-sustana-rebranding-materials-sostenibles\/","title":{"rendered":"Disseny gr\u00e0fic destacat: Sustana \u2013 el rebranding que redefineix el futur dels materials sostenibles"},"content":{"rendered":"<h2>Sustana: un cas excepcional de transformaci\u00f3 de marca i disseny estrat\u00e8gic en l\u2019era dels materials nets<\/h2>\n<p>Cada setmana analitzem un projecte destacat del m\u00f3n del disseny, l\u2019estrat\u00e8gia i el branding. Avui us portem una de les feines m\u00e9s rellevants a escala internacional:<br \/>\n<strong>Sustana<\/strong>, la reinvenci\u00f3 total d\u2019una hist\u00f2rica paperera que, gr\u00e0cies a una estrat\u00e8gia de negoci integral i una identitat visual executada amb precisi\u00f3, ha passat de ser una empresa en declivi a convertir-se en referent global dins el sector dels materials nets.<\/p>\n<p>El projecte, desenvolupat per <strong>COLLINS<\/strong> amb la col\u00b7laboraci\u00f3 de diversos equips i especialistes, \u00e9s l\u2019exemple perfecte de com la combinaci\u00f3 de<br \/>\n<strong>branding estrat\u00e8gic, consultoria de marca i disseny gr\u00e0fic professional<\/strong> pot redefinir el futur d\u2019una organitzaci\u00f3 sencera. Un cas especialment interessant per a qualsevol<br \/>\n<strong>ag\u00e8ncia de branding a Barcelona<\/strong>, estudi de disseny o professional del sector que vulgui entendre com el disseny pot anar m\u00e9s enll\u00e0 de l\u2019est\u00e8tica i esdevenir motor de negoci.<\/p>\n<div style=\"position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 1080px; margin: auto;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"https:\/\/player.vimeo.com\/video\/911615077?api=1&amp;background=1&amp;mute=0&amp;autoplay=1&amp;loop=1&amp;color=ff5900&amp;title=0&amp;byline=0&amp;portrait=0\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><br \/>\n<\/iframe><\/div>\n<h3>Un sector en crisi que demanava una nova visi\u00f3<\/h3>\n<p>Durant anys, Rolland \u2014una paperera canadenca amb m\u00e9s de 140 anys d\u2019hist\u00f2ria\u2014 s\u2019enfrontava al mateix problema que la resta del sector:<br \/>\n<strong>caiguda de la demanda, costos operatius elevats, contracci\u00f3 del mercat i una percepci\u00f3 p\u00fablica negativa<\/strong>.<br \/>\nLa ind\u00fastria del paper fa m\u00e9s d\u2019una d\u00e8cada que est\u00e0 en retroc\u00e9s, convertint-se en una de les m\u00e9s contaminants de Nord-am\u00e8rica i acumulant fallides i tancaments constants.<\/p>\n<p>En aquest context, qualsevol enfocament tradicional de branding hauria estat insuficient. El repte no era canviar un logotip, actualitzar el to de veu o llan\u00e7ar una campanya.<br \/>\nEl repte era <strong>redefinir el negoci<\/strong>. Entendre quin valor real podia aportar Rolland al m\u00f3n quan el seu producte principal \u2014el paper\u2014 estava perdent sentit cultural, econ\u00f2mic i ecol\u00f2gic.<\/p>\n<p>Aqu\u00ed \u00e9s on la mirada estrat\u00e8gica marca la difer\u00e8ncia. COLLINS va entendre quelcom fonamental:<br \/>\n<strong>Rolland no era nom\u00e9s una paperera. Era una empresa de materials nets sense saber-ho encara.<\/strong><\/p>\n<div style=\"position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 1080px; margin: auto;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"https:\/\/player.vimeo.com\/video\/911611435?api=1&amp;background=1&amp;mute=0&amp;autoplay=1&amp;loop=1&amp;color=ff5900&amp;title=0&amp;byline=0&amp;portrait=\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><br \/>\n<\/iframe><\/div>\n<h3>El descobriment clau: Rolland ja complia els principis dels \u201cclean materials\u201d<\/h3>\n<p>Paral\u00b7lelament a la transici\u00f3 energ\u00e8tica, vivim una altra revoluci\u00f3 igualment profunda: la transici\u00f3 de materials.<br \/>\nEls anomenats <strong>dirty materials<\/strong> \u2014materials altament contaminants\u2014 s\u00f3n responsables de m\u00e9s del 50% de les emissions globals i de molts altres impactes ambientals.<br \/>\nEl paper convencional en forma part.<\/p>\n<p>Tot i aix\u00f2, Rolland ja operava sota uns est\u00e0ndards radicalment diferents:<\/p>\n<ul>\n<li>Reciclava el <strong>100% de l\u2019aigua<\/strong> que utilitzava.<\/li>\n<li>Obtenia el <strong>93% de l\u2019energia del biog\u00e0s<\/strong>, reduint 70.000 tones de CO\u2082 anuals.<\/li>\n<li>Utilitzava <strong>9 vegades menys aigua<\/strong> que la mitjana del sector.<\/li>\n<li>Processava di\u00e0riament <strong>2,2 milions de lliures de residus de paper<\/strong> com a mat\u00e8ria primera.<\/li>\n<li>El seu proc\u00e9s de reciclatge era tan net que estava certificat com a <strong>apta per a \u00fas alimentari<\/strong>.<\/li>\n<\/ul>\n<p>Rolland no era una empresa ancorada en el passat: era, de fet, un exemple avan\u00e7at al seu temps. El seu problema no era l\u2019activitat, sin\u00f3 el <strong>relat<\/strong>.<br \/>\nLa seva marca explicava una altra hist\u00f2ria: la d\u2019una vella paperera en decad\u00e8ncia, no la d\u2019un l\u00edder en innovaci\u00f3 sostenible.<\/p>\n<div style=\"position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 1080px; margin: auto;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"https:\/\/player.vimeo.com\/video\/911599304?api=1&amp;background=1&amp;mute=0&amp;autoplay=1&amp;loop=1&amp;color=ff5900&amp;title=0&amp;byline=0&amp;portrait=0\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><br \/>\n<\/iframe><\/div>\n<h3>Sustana: un nou nom per a un nou model de valor<\/h3>\n<p>A partir d\u2019aquesta an\u00e0lisi, l\u2019equip de COLLINS va redefinir completament l\u2019ess\u00e8ncia del negoci.<br \/>\nRolland va ren\u00e9ixer com a <strong>Sustana<\/strong>, una marca que deixa clar el seu prop\u00f2sit:<br \/>\n<strong>\u201cAdding sustainability to everyday products\u201d.<\/strong><\/p>\n<p>Aquest canvi de nom i relat no \u00e9s un exercici superficial: \u00e9s estrat\u00e8gia pura. Sustana no nom\u00e9s sona m\u00e9s contempor\u00e0nia, m\u00e9s neta i m\u00e9s global, sin\u00f3 que comunica de manera immediata el posicionament que el negoci mai havia sabut explotar.<\/p>\n<p>Aquesta \u00e9s una lli\u00e7\u00f3 fonamental per a qualsevol <strong>estudi de disseny gr\u00e0fic<\/strong> o consultora que treballi rebrandings d\u2019alt impacte:<br \/>\n<strong>la identitat visual ha de ser coherent amb una veritat profunda del negoci.<\/strong><br \/>\nEl disseny, per si sol, no ressuscita marques. El disseny alineat amb una estrat\u00e8gia encertada, s\u00ed.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-13750\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-destacado-sustana-by-collins-0-3.jpg\" alt=\"\" width=\"1500\" height=\"956\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-13751\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-destacado-sustana-by-collins-0-7.jpg\" alt=\"\" width=\"825\" height=\"1100\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-13752\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-destacado-sustana-by-collins-0-9.jpg\" alt=\"\" width=\"1500\" height=\"1000\" \/><\/p>\n<h3>Un redisseny visual alineat amb el prop\u00f2sit<\/h3>\n<p>La nova identitat visual de Sustana es construeix sobre els valors de claredat, sostenibilitat i modernitat.<br \/>\nCOLLINS va desenvolupar un sistema visual ampli i altament funcional que inclou:<\/p>\n<ul>\n<li>Un equilibri entre estructura industrial i est\u00e8tica natural.<\/li>\n<li>Una paleta crom\u00e0tica inspirada en materials nets i processos circulars.<\/li>\n<li>Un llenguatge fotogr\u00e0fic honest i minimalista que posa en valor processos, persones i textures.<\/li>\n<li>Una tipografia a mida creada per Sharp Type, moderna i d\u2019una puresa gaireb\u00e9 quir\u00fargica.<\/li>\n<li>Un sistema modular capa\u00e7 d\u2019adaptar-se a envasos, presentacions corporatives, informes, web i retail.<\/li>\n<\/ul>\n<p>La identitat respira l\u2019ess\u00e8ncia d\u2019un <strong>branding sostenible, contemporani i estrat\u00e8gic<\/strong>.<br \/>\nNo busca ser decorativa: vol ser \u00fatil, pedag\u00f2gica i convincent. La seva missi\u00f3 \u00e9s ajudar Sustana a explicar qu\u00e8 fa, com ho fa i per qu\u00e8 \u00e9s diferent de qualsevol altra empresa del sector.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-13753\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-destacado-sustana-by-collins-0-6.jpg\" alt=\"\" width=\"1500\" height=\"1000\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-13754\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-destacado-sustana-by-collins-0-1.jpg\" alt=\"\" width=\"1500\" height=\"1000\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-13755\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-destacado-sustana-by-collins-0-4.jpg\" alt=\"\" width=\"1500\" height=\"1000\" \/><\/p>\n<h3>Un cas exemplar de rebranding corporatiu amb impacte real<\/h3>\n<p>Despr\u00e9s del llan\u00e7ament de la nova marca, Sustana va aconseguir fites quantificables:<\/p>\n<ul>\n<li><strong>Ampliaci\u00f3 del mercat objectiu<\/strong>: el sector dels materials nets \u00e9s 4,5 vegades m\u00e9s gran que el mercat del paper.<\/li>\n<li><strong>Noves aliances estrat\u00e8giques<\/strong> amb grans marques que buscaven ingredients sostenibles.<\/li>\n<li><strong>Adquisici\u00f3 de Hanna<\/strong>, un dels principals recicladores de paper de Nord-am\u00e8rica.<\/li>\n<li><strong>Diferenciaci\u00f3 radical<\/strong> en una ind\u00fastria saturada i estancada.<\/li>\n<\/ul>\n<p>Aix\u00f2 demostra una cosa que des del nostre estudi repetim sovint:<br \/>\n<strong>el branding no \u00e9s una despesa, \u00e9s una inversi\u00f3 estrat\u00e8gica que transforma la percepci\u00f3, el negoci i la capacitat de creixement.<\/strong><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-13756\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-destacado-sustana-by-collins-0-8.jpg\" alt=\"\" width=\"1500\" height=\"1000\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-13757\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-destacado-sustana-by-collins-0-2.jpg\" alt=\"\" width=\"825\" height=\"1100\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-13758\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-destacado-sustana-by-collins-0-5.jpg\" alt=\"\" width=\"1500\" height=\"1000\" \/><\/p>\n<h3>Lli\u00e7ons per a ag\u00e8ncies i professionals del disseny<\/h3>\n<p>El projecte de Sustana deixa aprenentatges valuosos per a qualsevol<br \/>\n<strong>ag\u00e8ncia de branding a Barcelona<\/strong>, consultoria estrat\u00e8gica o estudi de disseny que vulgui crear marques amb prop\u00f2sit:<\/p>\n<ul>\n<li><strong>Analitza el negoci abans de dissenyar<\/strong>: la clau de l\u2019\u00e8xit va ser descobrir la veritable naturalesa de Rolland.<\/li>\n<li><strong>El branding ha de reflectir el model de valor<\/strong>, no nom\u00e9s una est\u00e8tica.<\/li>\n<li><strong>Una identitat visual potent neix del prop\u00f2sit<\/strong>, no de les tend\u00e8ncies.<\/li>\n<li><strong>El disseny gr\u00e0fic professional multiplica l\u2019impacte<\/strong> quan est\u00e0 al servei d\u2019una estrat\u00e8gia clara.<\/li>\n<li><strong>El rebranding pot \u2014i ha de\u2014 transformar negocis sencers<\/strong>.<\/li>\n<\/ul>\n<h3>Conclusi\u00f3: Sustana com a referent global de disseny orientat a l\u2019impacte<\/h3>\n<p>Sustana no \u00e9s nom\u00e9s un cas de disseny gr\u00e0fic destacat:<br \/>\n\u00e9s la prova de com el branding estrat\u00e8gic pot redefinir el futur de tota una ind\u00fastria.<br \/>\nRepresenta el que anomenem <strong>disseny amb prop\u00f2sit<\/strong>, on est\u00e8tica, estrat\u00e8gia i impacte ambiental avancen en la mateixa direcci\u00f3.<\/p>\n<p>Per a qui treballem en la creaci\u00f3 d\u2019identitats s\u00f2lides i projectes de transformaci\u00f3,<br \/>\nSustana ens recorda que el disseny no \u00e9s nom\u00e9s com es veu una marca, sin\u00f3 <strong>com transforma el m\u00f3n que l\u2019envolta<\/strong>.<br \/>\nI aquest \u00e9s, sens dubte, el tipus de branding que val la pena destacar.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sustana: un cas excepcional de transformaci\u00f3 de marca i disseny estrat\u00e8gic en l\u2019era dels materials nets Cada setmana analitzem un projecte destacat del m\u00f3n del disseny, l\u2019estrat\u00e8gia i el branding. Avui us portem una de les feines m\u00e9s rellevants a escala internacional: Sustana, la reinvenci\u00f3 total d\u2019una hist\u00f2rica paperera que, gr\u00e0cies a una estrat\u00e8gia de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1776,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[210,134],"class_list":["post-18140","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspiracio","category-disseny-grafic"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Disseny gr\u00e0fic destacat: Sustana \u2013 el rebranding que redefineix el futur dels materials sostenibles - Code Barcelona<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/codewebbarcelona.com\/ca\/blog\/disseny-grafic-sustana-rebranding-materials-sostenibles\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Disseny gr\u00e0fic destacat: Sustana \u2013 el rebranding que redefineix el futur dels materials sostenibles - Code Barcelona\" \/>\n<meta property=\"og:description\" content=\"Sustana: un cas excepcional de transformaci\u00f3 de marca i disseny estrat\u00e8gic en l\u2019era dels materials nets Cada setmana analitzem un projecte destacat del m\u00f3n del disseny, l\u2019estrat\u00e8gia i el branding. 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