Mater-Bi changes face

Thirty-five years after the birth of Mater-Bi, Novamont – a Versalis (Eni) company – presented at Marca 2026 (14-15 January, Bologna Fiere) a significant evolution in the positioning and communication strategy of its biodegradable and compostable material. A journey that takes shape in a rebranding project and a new communication campaign, created by Angelini Design. The rebranding and new campaign stem from the need to strengthen Mater-Bi's identity and recognisability as a distinctive material, embodying value, quality and innovation, the result of continuous evolution in Novamont's technologies and know-how, as well as the increasingly efficient use of natural resources. Mater-Bi's new positioning aims to embody and communicate the value of the supply chain, territorial projects linked to the importance of organic waste separation, diverse recycling possibilities and innovative applications under development, highlighting their performance and environmental value. Mater-Bi thus positions itself as a point of reference in terms of quality and compliance with the main international standards that guarantee its suitability for use and multiple possible end-of-life scenarios.

The new Mater-Bi logo is the result of an evolution consistent with the identity of Novamont, a Benefit Corporation and certified B Corp. After three decades, the brand adopts a renewed visual language, capable of immediately expressing the relationship with the earth and circularity. The restyling introduces a circular form generated by a stem with three leaves which, ideally, transforms into a world. A symbol that on one hand recalls the cycles of nature and Mater-Bi's journey, a material in continuous evolution that returns to the earth in the form of compost, naturally closing its own life cycle without leaving persistent microplastics, and on the other hand the possibility of having other forms of recycling as well. A symbol that tells the story of Mater-Bi's continuous evolution and the constant dialogue between nature and technology. Green, the dominant colour, underlines the connection with plant-based raw materials and healthy soil.

At the heart of the new communication strategy is an illustrated campaign. Illustration is chosen for its ability to transform complexity into evocative and immediate images, fostering more direct and human dialogue. The campaign is set in an imaginative context. A person immersed in a lush landscape, as if they were a natural extension of it, carries a biodegradable and compostable bag, one of Mater-Bi's most iconic applications. An everyday object that becomes a symbol of the brand, recalling the concrete use of Mater-Bi bioplastics and their historic role in supporting organic waste separation and quality compost production in our country. Among the many Mater-Bi applications, the bag was chosen to remind us that even the simplest objects can be powerful transformation tools. The bag thus becomes the bearer of Mater-Bi's values and legacy: a family of biodegradable and compostable bioplastics that do not release persistent microplastics, the result of proprietary technologies that were first of their kind and with a verified carbon footprint, thanks to ISO 14067 certification obtained by Novamont, which enables transparent measurement and reporting of the product's carbon footprint.