Sustainability is not only about how we harvest trees or how we replant them – it's also about making the most out of every small piece of its lumber.   

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In the United States and Canada, the lumber industry faces a big problem: the leftovers. Commonly called shorts, and far smaller than the 20 foot-long pieces that architects want, they end up having little to no value. More than a business problem, when big parts of perfectly good wood end up being lost, sitting on lumberyards until they rot, that becomes a sustainability hazard.

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To change this, we repurposed shorts. Instead of putting the length of the boards under the spotlight, we brought sustainability to the center of the conversation. Taking advantage of the innovative way we harvest our Ipe (most demanded wood species in the world, pronounced ee-pay), we came up with a provoking name: IpeOne25. And gave it a tagline that says it all: For each Ipe tree we harvest, 25 are naturally replanted.

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We gave the product an entirely different approach, taking them out of the dull pallets where they were sold in bulk quantities and put it in a box, with all the deserved appetite appeal, and launched a product like the industry had never seen before. 

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With strong product messaging for architects and contractors, we branded IpeOne25 as both an easy to ship and use product and an utmost sustainable option. Great for their business, for ours and even better for the planet.