CREDO

Moravacem – a leading manufacturer of building materials in Serbia, a member of the international CRH group.

To create an eco-brand for the CRH Group, for the whole of Europe.

The construction industry is facing increasing pressure for sustainability, eco-innovation and reducing its carbon footprint. Moravacem started to develop a product range with a lower environmental impact and needed to create a strong sub-brand for this range that would:

• clearly communicate the brand’s eco-orientation,
• represent specific products with a reduced carbon footprint,
• and also act as a platform for the company’s long-term initiative and commitment.

We have designed a new subbrand called CREDO – which means “I believe” in Latin. This name carries several layers of meaning:

Belief in a responsible future,
Commitment to sustainability,
Principles on which Moravacem bases its approach to innovation.

At the same time, however, the name CREDO hides a symbolic abbreviation of the environmental intention:

C – for carbon,
REDO – for reduction.

It is therefore a name that combines philosophy with a concrete action – reducing the carbon footprint in the construction industry.

CREDO is not just a new product brand – it is a manifesting framework that defines Moravacem’s sustainability philosophy. CREDO includes:

• Products with a reduced carbon footprint,
• Pilot environmental initiatives,
• Educational and information activities,
• And in the future, strategic goals in the area of ​​ESG.

• Naming, design and positioning of the CREDO subbrand
• CREDO visual identity – we designed a simple and strong system that can work on products, online and in internal presentations
• Communication strategy – how to communicate the difference between standard and CREDO products

The CREDO subbrand will be introduced as part of Moravacem’s long-term environmental strategy. Thanks to the connection between specific products and the company’s philosophy, the brand gains credibility, relevance and a clearly readable commitment to the future.

CREDO is not just a product line – it is a promise. With it, Moravacem shows that even traditional industry can think innovatively, ecologically and with a forward-looking perspective.