January 15, 2026 14:30
Novamont has unveiled the new identity of Mater-Bi at Marca 2026, the trade fair dedicated to private labels currently taking place in Bologna, Italy.
Mater-Bi is the bio-based, biodegradable plastic produced by the Italian company, now part of Versalis (ENI).
The refresh comes thirty years after the product’s market debut.
The rebranding and the new communication campaign by Angelini Design, Novamont explains, stem from the need to strengthen Mater-Bi’s identity and recognisability as a “distinctive material that conveys value, quality and innovation, the result of the continuous evolution of Novamont’s technologies and know-how, as well as the increasingly efficient use of natural resources.”
The new logo is designed to express, at a glance, the relationship with the earth and with circularity. A circular shape generated by a stem with three leaves ideally becomes a world. It is a sign—reads the presentation—that on the one hand recalls the cycles of nature and Mater-Bi’s journey as a material in continuous evolution that returns to the earth in the form of compost, naturally closing its life cycle without leaving persistent microplastics; and on the other, it evokes the possibility of other forms of recycling. 
The symbol reflects the continuous evolution of Mater-Bi and the constant dialogue between nature and technology. Green, the dominant colour, underscores the link with plant-based raw materials and healthy soil.
At the centre of the new communication strategy is an illustrated campaign involving Elisa Talentino, a Turin-based artist active in illustration, fine-art printmaking, painting and animation.
Illustration was chosen for its ability to transform complexity into evocative, immediate images, fostering a more direct and human dialogue. The campaign is set in an imaginative context: a person immersed in a lush landscape—as if a natural extension of it—carries a biodegradable and compostable bag, one of the most iconic applications of Mater-Bi.
© Polimerica - Reproduction prohibited, all rights reserved
