Suan develops new brand identity for Jura Materials

With Calterra, Jura Materials is launching a new product brand for the Swiss market. The aim was to clearly position CO₂-reduced cement not only technically, but also in terms of brand strategy and to make it visible as a high-performance new standard. The brand identity was developed by the branding and design agency Suan, from the strategic basis to naming and visual design through to digital and animated applications.

Sound strategy process as a basis

Calterra emerged from a well-founded strategy process with workshops, a cross-departmental team from Jura Materials and interviews with key target groups and personas. On this basis, a brand narrative was developed that combines an understanding of materials, responsibility and performance and structures complex content in an understandable way.

Clear name and scalable brand architecture

The name Calterra combines "cal" for calcined clay with "terra" as a reference to material, origin and durability. It forms the basis of a scalable brand architecture and creates clear orientation within the product family. The claim "Cement of the next generation" precisely formulates the strategic claim.

Design as a strategic tool

The design system translates the positioning into a reduced, powerful visual identity. Typography, color scheme and layout create recognizability, consistency and differentiation in the Swiss building materials market. Design acts as a strategic tool that reduces complexity, creates orientation and builds trust.

Motion, film and animation as mediators of technology

Illustration, iconography, animation and film are an integral part of the system. A brand launch video translates the visual identity into a moving brand experience. An animated representation of the production process makes the technology understandable and comprehensible. The animations are also embedded in an overarching technology video and ensure a consistent appearance across all moving image formats.

Digital platform as a central brand presence

The website serves as a central brand platform and translates strategy and design into a clearly structured digital experience. Typography, movement and interaction support orientation and strengthen brand perception. The customer website is available at www.calterra.ch reachable.

Staged brand launch with a direct customer experience

The brand launch was conceived as a three-phase campaign with a pre-launch, launch and post-launch. A launch event directly at the customer's site on February 5, 2026 will bring Calterra to life for the first time and bring together brand, product and design. Calterra is thus positioning itself as a credible Swiss product brand and a new reference point for sustainable cement.

About Jura Materials: As a building materials supplier operating throughout Switzerland and based in Aarau, the company covers the entire value chain from raw material extraction to production and recycling and is part of the international building materials group CRH. About Suan: Suan is the owner-managed branding and design agency from Basel. Internationally recognized and active beyond the borders of Switzerland. For over 10 years, Suan has been developing brands that are memorable, create trust and are successful.