From a Product Company to a High-Tech Brand: MAKE SENSE Developed the Strategy for Arpal
ARPAL is Ukraine’s leading manufacturer of wood chippers and shredders. The company’s business objective was to reach a new stage of growth, increase sales, and become an example of a Ukrainian business that continues to grow despite market challenges.
The key solution developed by MAKE SENSE was to rebuild ARPAL’s marketing and business approach based on the principles used by the world’s most successful technology brands, including Dyson, Apple, Tefal, Samsung, and Sony. This led to the brand’s new positioning:
ARPAL is a high-tech brand of wood chippers and shredders exported to 25 countries worldwide.”
For ARPAL, high technology is not just a statement — it is reflected in the quality of every component: the construction, blades, bolts, couplings, coatings, and other product elements. Every detail is carefully engineered, efficient, and technologically advanced, setting higher standards within the category.
As part of the new strategy, product lines received distinctive names and proprietary technologies that emphasize the brand’s innovative character. These include the PureCut shredding technology, the Total Protect safety package, the KineticCore 3.2 gearbox, the PowerGuard protective friction clutch, and other solutions that now carry their own branded identities.
The essence of the brand lies in the effective change it brings wherever it appears — in households, farms, agricultural businesses, villages, and throughout the country. The brand vision is an efficient Ukraine where no branch goes to waste, affordable fuel lies under our feet, cleanliness and order surround us, and a European culture of wood recycling becomes the norm.
The mission of the brand is to help every customer become an efficient steward of their territory.
MAKE SENSE developed the brand and communication strategy, implemented the most effective marketing tools and solutions, created a modern design system, and launched several business initiatives aimed at scaling the company, increasing sales, and improving customer lifetime value.
These initiatives included accessories, an innovation department, programs for working with foundations and large institutional clients, a new dealer system, and other growth-oriented solutions.
Kyrylo Tereshchenko, Founder of MAKE SENSE:
“We are inspired by businesses where quality is embedded in their DNA and forms the foundation of their corporate culture. The approaches ARPAL applies to product development, customer relationships, and its vision of the future represent the kind of business culture we want to see in our country. Our role as an agency is to help ARPAL become a major business and a national example that creates value on the scale of the entire country.”
Anton Yarovyi and Mykhailo Parpalos, Co-owners of ARPAL:
“We believe in efficiency, and everything we create is built as if it were for ourselves. Our mission is to bring order, efficiency, cleanliness, and sustainability to every Ukrainian property owner. For us, every customer is a steward — whether it is the director of a municipal utility company, a homeowner, a business owner, a landowner, or even the president of the country.”
