Modern Meadow has chosen Menabò Group to promote INNOVERA™
Modern Meadow, a U.S.-based leader in bio-design, has chosen Menabò Group as its partner for the development of the INNOVERA™ brand and the development of its global communication strategy.
With over forty years of experience in integrated communication, the Italian agency led every phase of the project, from the creation of the visual identity and brand payoff to the definition of strategic positioning. Menabò also oversaw the concept, design, and content of the dedicated website; supported brand communications across online and offline touchpoints; assisted during major international trade events; and developed media relations assets for global outreach.
INNOVERA™, previously known as BIO-VERA®, is crafted using plant-based proteins, biopolymers and recycled rubber, achieving more than 80% renewable carbon content. Completely animal-free, INNOVERA™ replicates the look and feel of collagen found in leather, yet it is lightweight, twice as strong as traditional leather, and available in various colors, haptics and finishes.
INNOVERA™ is not presented as an outright alternative to animal leather, but as a lowimpact, high-performance option that tanneries and brands can offer their customers across fashion, footwear, the automotive industry, and interior design, while upholding the highest standards in aesthetics and quality.
The official debut of INNOVERA™ took place at the Global Fashion Summit in Copenhagen, the premier international event for sustainable innovation in fashion, held from June 3 to 5. Alongside the product showcase, Modern Meadow contributed to the summit dialogue with the participation of its CEO David Williamson, PhD, in the panel discussion “Bio-Design Futures,” which explored the future of bio-design and the role of renewable materials.
In an environment where sustainability communication demands transparency and credibility, Menabò Group shaped a storytelling approach that highlights INNOVERA™’s tangible benefits and performance qualities. With this project, the agency reinforces its international presence as a trusted partner for brands driving innovation and sustainability on a global scale.
Menabò Group