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Case Study© 2022

ESTABLISHING A NEW BENCHMARK IN ECO-RESPONSIBLE FIBRES

LENZING™ ECOVERO™Austria© 2022

Lenzing™ Ecovero™ Brand Refresh

Revitalising the positioning and activation of an eco-friendly viscose fiber brand

World-leading Austrian botanic fibre producer, Lenzing, renowned for innovation and sustainability in the cellulosic fibre industry, enlisted Kinsman Design to refine and enhance its brand positioning as “the new standard in eco-responsible viscose”.

The new brand narrative, "take less, give more," highlights that LENZING™ ECOVERO™ consumes significantly fewer natural resources than generic viscose and conventional cotton while offering greater benefits to consumers.

The challenge was to craft a compelling brand story that distinctly positions LENZING™ ECOVERO™ as a leader in its market segment.

The primary goal was to create a strong sustainability message that resonates with today's environmentally conscious consumers. Lenzing emphasised consumer orientation as essential for future growth. The project aimed to boost awareness of the LENZING™ ECOVERO™ brand through a B2B2C approach, targeting both end consumers and primary and secondary customers.

Lenzing™ Ecovero™ Brand Refresh
Lenzing™ & Ecovero™ Brand Tradmark

Crafting brand claims and creating a multichannel brand activation toolkit

We needed a clear understanding of LENZING™ ECOVERO™'s advantages over generic viscose, which is often labelled as “dirty viscose” and criticised for its environmental impact. Previous research into consumer preferences for sustainable fibres from other Lenzing brands was invaluable.

Lenzing™ Ecovero™ Protecting Nature

Omnichannel activation

Brand activation materials underscored that LENZING™ ECOVERO™ is more eco-friendly than generic viscose and conventional cotton, using sustainable wood sources, minimizing CO₂ emissions, and maximizing water efficiency.

Lenzing™ Ecovero™ Brand Refresh Sustainable Fashion Choice
Lenzing™ Ecovero™ Viscose Fiber Decompose

Providing customers with a toolkit for sustainable fashion.

Lenzing™ Ecovero™ Eco Responsible Production
Lenzing™ Ecovero™ Take Less Give More Bag
Lenzing™ Ecovero™ Mobile Design

"We have been very happy with the brand strategy and activation undertaken by Kinsman Design...It was a very large scale and challenging project."

Linda Chan
Manager, Global Branding
Lenzing Group

Lenzing™ Ecovero™ Environment Benefits

Consumer-oriented assets were deployed across web, social media, video, hang tags, and point-of-sale.

B2me
activation

Lenzing™ Ecovero™ Beneficial for Water And Wood
Lenzing™ Ecovero™ Brand

Lifestyle photography embodying 'take less. Give more'.

Lenzing™ Ecovero™ Brand Refresh Main Brochure
Take Less Give More

Brand guides were developed in five languages to facilitate global collaboration with co-branding partners.

Lenzing™ Ecovero™ Take Less Give More Purpose

Kinsman Chester

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CHESTER
CHESTER
LONDON
LONDON