Bioketel
Bioketel
2025
Renewable heating
- Brand strategy
- Naming
- Brand design
- Website
- Print & signage
- Marketing continuity
A heating company that already believed.
Bioketel grew out of a working heating business in Gavere, one that fitted the usual gas and oil boilers but had come to believe in something else: pellet boilers and wood gasifiers. The team was convinced this was the honest future of heating in Belgium. What they did not have was a brand that said so.
They serve Belgian homeowners and businesses who want off the gas-and-oil treadmill without tearing their house apart. Pragmatic buyers, sharp on cost, allergic to green sales talk. To reach them, the belief needed a name, a face, and a place to send people.
On white
On creme
On teal
On black
Source Sans 3
Regular 400 · Semibold 600 · Bold 700
Editorial alternate: Playfair Display
- Display48px · 700Swap the boiler, keep your radiators.
- Heading28px · 600Pellets cost less than gas or oil.
- Body17px · 400Every line carries a fact, a spec, or a promise. No green fluff.
“RV Solutions. Verwarmingsexpert. A website with a two-item menu: Home and Contact.”
Before Bioketel there was RV Solutions: a general heating expert with a thin site and almost nothing on it. It said what a thousand installers say. Nothing marked out the thing they actually believed in, the pellet boilers and wood gasifiers, and nothing gave a buyer a reason to trust them on it.
In a market where heat pumps take the headlines and biomass gets treated as a fringe, generic is fatal. A curious homeowner had no clear answer to land on and no content worth reading once they did. The product was ready. The brand that could sell it was not.
The core selling point.
The whole brand hangs on a single, checkable idea: you do not have to gut your house to stop burning gas or oil. Take out the old boiler, keep your radiators and the rest of your system, and drop in a bioketel. Pellets cost less than gas or mazout, and a business sitting on wood scrap heats close to free. Every line earns its place by carrying a fact, a spec, or a promise. No green fluff.
The move was to narrow, not broaden: drop the everything-heating pose and own one category, biomass, where the belief was real. We built the new brand from the name up. Bioketel landed after rounds of proposals traded over WhatsApp and phone calls, until it clicked. It is a ketel, it is bio, and the buyers who care about sustainable heating already lean toward that word. The name does the positioning before a single sentence is read.
Two colours carry the meaning. A grounded teal-green for the bio, the environmental promise, and an orange pulled straight from the flame for the heat. Source Sans 3 keeps everything legible and matter-of-fact, spec-sheet clear rather than lifestyle-soft, with Playfair Display held back for the rare editorial line. The system looks like it means business, because the product does.
Building the name, month after month.
A new brand does not arrive famous. Bioketel is in its build phase, so we keep the marketing machine fed: ads, socials, and content that put the boiler-swap idea in front of more Belgian homeowners and businesses every month.
The goal is a specific kind of recognition. Not the biggest heating brand in the country, but the go-to name for sustainable, non-heat-pump heating in Belgium. That comes from showing up consistently, everywhere, over time, which is exactly the part most brands quit too early.
The studio he calls for whatever comes next.
The work does not stop at a logo, or even at launch. Once the brand exists we stay on as the team Ruben calls when something needs to look right or simply work better. Not only design. Whatever moves the business forward.
- 01
“Can you help me lay out the new showroom on brand?”
We handed him a full Google SketchUp model of the space to build from.
- 02
“I need every manufacturer data sheet in the Bioketel look.”
We turned them into clean, on-brand pages on the site, easy for Ruben to pull up himself.
- 03
“Can you help me set up an informative seminar for potential clients?”
We set it up end to end, from the invite to how the room and the talk were staged, all on brand.
- 04
“Can you film me on a roof for a Heat Pipes side project, mid-install?”
We sent a drone operator out to shoot it.
I thought this quality and extensiveness would easily cost me 30K. I’m amazed at what Oh Lord put down for a fraction of that budget.
Ruben VandenBerghe
Owner, Bioketel
Own your niche, unmistakably.
Bioketel stopped being a generic heating expert and became the name for one thing. Tell us where your brand blends in today, and we will show you where it could stand out.
