Holzrebell
Winner
Excellent Brands
Building and Elements
Credits
Company / Customer
Details
Emerging from the traditional Holzhandel Müller, founded in the mid-1990's as a one-man business selling wood products from the boot of a car, HOLZREBELL® Holzhandel GmbH & Co. KG was established in 2026. With the generational transition, the growing family business evolved into a clearly defined brand with attitude. The new name stands for courage, direct sourcing, regional timber, and a positioning strongly connected to the brand—whether for customers or employees. What began as a down-to-earth timber trade has developed into a distinctive brand presence with a strong identity – heart made of wood.
The Jury‘s Statement
In a market that often appears interchangeable, Christian Rast - Business Catalyst has created clear differentiation for "Holzrebell" ("Wood Rebel"). The new brand identity links the generational transition with a precise positioning that coherently brings together attitude, heritage and a connection to the material. Name, symbol, language and digital applications give the company a distinctive profile, from its site and showroom to its online presence. The result is a brand that addresses its building-related environment in a visibly different way, fosters identification internally and remains memorable externally over time.
