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.
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.
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.
Providing customers with a toolkit for sustainable fashion.
"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