Summary
Bioska is a Finnish manufacturer of multi-layer films that come with a bold mission: to be as durable as traditional plastic yet 100% compostable. Over the years, Bioska has evolved as a company in conjunction with its R&D and raw materials. Today, as part of the international Walki Group, Bioska has the opportunity to grow as one of the leading actors within the biowaste management sector in Europe and transform the market.
The Challenge
With its well-known biowaste bag, the company enjoys a high brand awareness in Finland. Yet, as the competition is increasingly intensifying within the category of biowaste management, Bioska was seeking to further strengthen its brand positioning and bring the brand communications to the next level.
The Solution
Co-founders facilitated the brand strategy work, and, as always when working to renew something, we began by analysing the current state of the brand. The management team of Bioska was involved from the very beginning.
In the first phase, we conducted a comprehensive positioning and segmentation study to gain a rich and nuanced understanding of how the outside world — consumers, partners, and the wider ecosystem — currently perceives the brand.
After several rounds of interpretation and reflection, the brand’s position, purpose, values, and mission were crystallised. In the second phase, we created the new brand assets, guidelines, and communications to support the renewed strategy.
At the same time, we applied our Life-Centric® Business Modelling to ensure that the new strategy would not only strengthen the brand but also align it with the broader system of life — its environmental, social, and ethical interdependencies. This meant looking beyond the customer to consider how Bioska’s actions contribute to ecological regeneration, societal well-being, and long-term resilience.
By reframing growth as a contribution to life, Bioska’s renewed brand became more than a market position — it became a statement of responsibility and a blueprint for sustainable value creation.
The Result
As the most essential results of the profound brand strategy work, Bioska now has a clearly defined brand positioning and an inspiring purpose-statement.
The people at Bioska now understand the mindsets and needs of their primary and secondary target audiences even better. They also have the means to be relevant for them in all the potential touchpoints: New brand marketing assets have been launched, including the logo, the packaging, the website, and the advertisements. In addition, the online communications have been taken to the next level and Bioska personnel are trained to act as brand ambassadors.
This is a great starting point for building thought leadership in an area of biowaste management. Too good of an opportunity to waste.
