Peterborough, Cambridgeshire, UK – ELeather has recently undergone a corporate identity transformation. The global materials technology company revealed its new logo, new website, new product and trend collections in April at Aircraft Interiors Expo 2018 in Hamburg Germany and looks to continue disrupting the materials market with their new brand identity, delivering superior solutions in ELeather’s chosen markets.

Established identity

ELeather is made from high quality unused leather that would otherwise be sent to landfill, ground into a fibre and combined with a high-performance material core through a totally unique process called Hydroentanglement (see the ‘How it’s made’ video). In 2007, ELeather went to market with their first aviation customer ‘Thomas Cook’. Since then, the brand has grown to offer innovative products to a variety of the world’s largest transportation brands, including the worlds largest four airlines; the UK’s leading bus operators and European bus OEM’s; as well as over 12,000 rail vehicles.

Offering a lightweight, more durable material that presented an increased cutting yield vs traditional leather, ELeather quickly became recognised globally as a high-performance engineered material that offered a triple win to its customers; superior material performance leads to exceptional customer experiences whilst creating greater corporate responsibility.

The times, they are a-changin’

Building upon the success of the organisations already established identity, ELeather launched their brand-new look. The re-brand of ELeather is designed to satisfy the needs of all existing customers whilst simultaneously moving the brand to exciting new places. expanding the perception of leather fibre composite in application, as an eco-friendly, differentiated material compared to fabrics, traditional and synthetic leather.

ELeather collaborated with creative design agency Idealogy to help create the new corporate identity and brand story, as well as leading colour materials and finish experts Trendworks to create persona inspired trend collections for 2018/19.

The new brand image will strengthen ELeather’s position as an eco-friendly, performance material, reinforcing the brand as a separate rational and emotive choice for OEM’s, operators and designers alike.

With the announcement of a new state-of-the-art technology centre to be completed by 2019 and a successful entry into a major new market, ELeather looks well positioned to take the new brand identity to exceptional heights in the future.