Holzrebell
Winner
Excellent Brands
Newcomer Brand of the Year
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
Where many timber trade brands remain interchangeable, Christian Rast - Business Catalyst uses "Holzrebell" ("Wooden rebell") to establish a clear repositioning. Name, language and visual identity deliberately break with sector conventions without losing the brand’s craft-based roots. The relaunch is implemented consistently across digital and analogue touchpoints while also strengthening internal identification. The project derives its distinctiveness from the rare courage not merely to claim attitude, but to sustain it throughout the entire brand presence.
