Montanwerke Brixlegg, Austria’s only copper smelter with 560 years of history, faced shrinking margins and high volatility. Together, we repositioned the company as a global pioneer of green copper—anchored in an ambitious Circular Roadmap and a bold new brand narrative: Championing Circularity. The results: 85% lower CO₂ emissions than the global average, premium positioning in B2B markets, and new customers in the US and Japan willing to pay a higher price.
Despite using 100% recycled materials and hydropower, Brixlegg’s sustainability edge was invisible to the market. Buyers saw “just copper”—but more expensive than mined alternatives. At the same time, fluctuating metal prices and energy costs made the business model fragile. Without clear differentiation and a strong circular positioning, the company risked being stuck with low margins and an outdated reputation.
Problem
Despite using 100% recycled materials and hydropower, Brixlegg’s sustainability edge was invisible to the market. Buyers saw “just copper”—but more expensive than mined alternatives. At the same time, fluctuating metal prices and energy costs made the business model fragile. Without clear differentiation and a strong circular positioning, the company risked being stuck with low margins and an outdated reputation.
We co-developed a long-term strategy to position Brixlegg as the leader in circular copper. This included a robust sustainability strategy, materiality analysis, product carbon footprinting, and a Circular Roadmap with practical measures like a buy-back system. The new claim “Championing Circularity” became the foundation of an integrated communication strategy—spanning rebranding, sustainability reports, employer branding, B2B messaging, LinkedIn strategy, and internal capacity building. We also sharpened the sales strategy to establish premium pricing in international markets.
Solution
We co-developed a long-term strategy to position Brixlegg as the leader in circular copper. This included a robust sustainability strategy, materiality analysis, product carbon footprinting, and a Circular Roadmap with practical measures like a buy-back system. The new claim “Championing Circularity” became the foundation of an integrated communication strategy—spanning rebranding, sustainability reports, employer branding, B2B messaging, LinkedIn strategy, and internal capacity building. We also sharpened the sales strategy to establish premium pricing in international markets.
The shift paid off. Montanwerke Brixlegg secured new premium customers in the US and Japan and was able to establish circular copper as a differentiated product on the global market. With 85% less CO₂ emissions than the global industry average, Montanwerke Brixlegg now has a tangible competitive advantage. Internally, employees rallied around the new vision, boosting employer reputation and reducing turnover. The company transformed from a traditional smelter into a recognized pioneer of circular value creation.
Impact
The shift paid off. Montanwerke Brixlegg secured new premium customers in the US and Japan and was able to establish circular copper as a differentiated product on the global market. With 85% less CO₂ emissions than the global industry average, Montanwerke Brixlegg now has a tangible competitive advantage. Internally, employees rallied around the new vision, boosting employer reputation and reducing turnover. The company transformed from a traditional smelter into a recognized pioneer of circular value creation.
“Highest professionalism and expertise, incredibly fast understanding of our needs paired with an uncomplicated implementation phase—and always a collaboration at eye level.”
— Montanwerke Brixlegg AG
“We went far beyond the scope of an environmental consultancy or a creative studio. As always, our interdisciplinary team focused on the client’s business success and delivered outcome over output.”
— Maximilian Mauracher, Circular Strategist
