Winner of Duurzame Dertig
Nominated for the Groninger Ondernemersprijs
Awarded Royal Warrant Holder status (100-year anniversary)
Increased success in tenders, including ING, ABN AMRO, and Gasunie
Zwartwoud has been an established name in custom interiors for over 100 years as a forward-thinking family business with a rich heritage. But heritage alone is no guarantee for the future. The brand’s traditional appearance no longer reflected the company’s ambitions.
Circularity already played a role within Zwartwoud, but it was still too limited and implicit to truly stand out. The challenge was clear: how do you build a brand that respects existing craftsmanship while providing direction for a fundamental shift toward circular leadership?
The choice that made the difference
Instead of an abrupt break from the past, we chose a deliberate, phased transformation. Not a radical leap, but a strategic path that preserves recognition while moving the brand forward.
We developed a two-step approach in which Zwartwoud first took a strong position within circular, custom interior projects, with a clear ambition: to become a leader in circular interior construction by 2030. From that foundation, the brand gained room to evolve into a more outspoken circular leader. Circularity became the new strategic starting point, not a side note.
A brand foundation for circular leadership
We positioned circularity at the core of the brand, firmly embedded in both strategy and day-to-day practice.
- Claiming an underutilised space: circularity as a distinctive domain
- Balancing preservation of the core business with targeted innovation
- Translating strategy into OKRs and a concrete implementation plan
- Embedding circularity into decision-making and behavior
An identity that connects tradition and transition
The visual identity became tangible proof of Zwartwoud’s belief: furniture doesn’t have a fixed form, but is part of a continuous process of change.
- A distinctive color palette, breaking away from category conventions
- Fluid, hybrid, and organic forms that express transformation and circularity
- The + from the logo as a carrier of Zwartwoud’s values, evolved from a visual element into a strategic device
The result is an identity that positions Zwartwoud as a circular brand with a clear mission.
From brand to visibility and credible leadership
To reinforce the new positioning, we developed a growth approach that combines visibility, authority, and attractiveness.
- Thought leadership on LinkedIn: Zwartwoud as a circular frontrunner
- An employer value proposition aimed at a new generation of interior specialists
- A content strategy built around cases, awards, and circular expertise
- A no-code website that functions as a flexible platform for experimentation, optimisation, and growth
The result: a brand that is not only visible, but credible as a leader in circularity.
For Zwartwoud, we applied the Bunch Blueprint™: our method for transforming a brand into a system that provides direction, creates distinction, and delivers measurable performance.
Strategy Base
- Phased positioning toward circular leadership
- Circularity as a strategic core principle
- OKR-driven embedding across the organisation
Design System
- An identity built on transition and dynamism
- Consistent use of color, form, and symbolism
- Translation of strategy into visual brand principles
Growth Cycle
- Thought leadership and social proof
- Content and cases as proof of leadership
- A no-code website as a scalable brand platform
We transformed Zwartwoud into a brand that leverages its heritage as a foundation for innovation. A circular leader with national recognition, a clear direction, and a credible leading position in the market. And more than ready for the next 100 years.
“Thanks to Bunch, we now have not only a new brand identity, but also a clear direction for the future. Circularity is now our signature.”
Karst Wouda - Director / Owner
