MANN-FILTER, a brand of the global filtration group MANN+HUMMEL, has received the German Design Award 2026 for its “Naturally Better” integrated campaign. The award ceremony took place in Frankfurt on 6 February, honouring the brand’s communication strategy for its new lignin-coated filters.
Sustainable Material Innovation
The campaign highlights the transition of existing product lines to more sustainable materials. By using lignin—a renewable raw material—in cellulose media, the company has reduced crude oil consumption by 27% and lowered $CO_2$ emissions during the impregnation process by up to 5%. Mario Milinovic, MANN-FILTER Brand Manager, stated:
“It not only confirms the creative strength of our brand, but also our ambition to make sustainability visible and understandable. Instead of an additional product line, we have developed our existing products more sustainably – without compromising on quality and performance.”
Jury Recognition
The German Design Council praised the campaign’s use of a squirrel motif to create an emotional connection with the target audience. Lilian Dedio, project manager at the German Design Council, noted:
“With the “Naturally Better” campaign, MANN-FILTER is showing what credible sustainability communication can look like today. The combination of strong storytelling, a sympathetic key visual and a clear message creates high recognition and relevance.”
The award recognizes projects that demonstrate innovation, functionality, and design quality. The campaign was developed in collaboration with the creative agency FACT.
