Design-driven Launch in the Professional Grinding Market

With its new abrasives series 5500 siastyle, sia Abrasives had the opportunity to assert itself and grow in a highly competitive market. The challenge was to win over the demanding target group of professional craftsmen and stand out from the competition. The new product was therefore not only equipped with an innovative coating design with ceramic abrasive grain, but also uses a novel layer technology that allows the abrasive side to be printed without the design being lost during grinding.

This completely new technical possibility gave us the chance to use a stylish design concept to create an emotional brand experience that goes far beyond the mere communication of technical details, thereby positioning the sia Abrasives brand as an innovative and creative partner in the abrasives market.

The result is a state-of-the-art product that has never been seen before on the market in this form: not only technologically sophisticated, with new helpful features, but also colorful, eye-catching, and distinctive. All under the new name: siastyle. Embedded in modern storytelling with a wide range of measures from product design and packaging to film, social media communication, and classic information materials.