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Case Study© 2023

Feels So Right

TENCEL™Austria© 2023

Redefining a world-leading brand of eco-friendly botanic fibres

TENCEL™, a leader in the cellulosic fibre industry and known for its innovation and sustainability, recognised that strong consumer orientation was crucial for future growth. With a robust product lineup and a compelling sustainability message that resonates with eco-conscious consumers, TENCEL™ aimed to shift from a B2B strategy to a B2Me approach.

This would mean pursuing end customer recognition – “looking beyond the fibers to the lifestyle they unlock for consumers”. Kinsman Design built on some initial strategy work to help TENCEL™ define the value proposition for the brand. This flowed into the brand grid system, swing tags, digital and social media assets. Once the branding phase was complete, our focus turned to activation – bringing the message to consumers. Working with TENCEL™ global teams, we created campaigns around the various key selling points of the brand.

TENCEL™ Leaf Visual

A user-centric strategy grounded in sustainability

Our rapid prototyping workshops explored TENCEL™'s assets and potential.

TENCEL™ Case Study Overview
TENCEL™ Case Study Design

A new value proposition – from fibre-focused to consumer-driven promises

A new value proposition – from fibre-focused to consumer-driven promises

TENCEL™ Case Study Insights

Simplified, segment-focused brand architecture

The TENCEL™ brand story evolved to embody natural comfort, offering fibres that appealed to eco-conscious consumers by merging exceptional environmental sustainability, derived from their botanical origin and eco-friendly production methods, with enduring softness, strength, and versatility.

This brand identity was expanded into several branded offerings for various market segments – TENCEL™ Denim, TENCEL™ Intimate, TENCEL™ Active, and TENCEL™ Home – each with tailored claims. An insight-driven overarching slogan, 'feels so right', was created, with variations tailored to each branded offering, addressing the emotional consumer desires to look good, feel good, and do good.

TENCEL™ Case Study Visuals

Refining the brand’s look and feel to centre around the brand story of nature and comfort.

A new green-centric design system, featuring forest themes and the transformation of wood to fibre to fabric, emphasised nature and comfort.

TENCEL™ Case Study Development

Detailed brand, co-brand and trade fair guides in multiple languages

Kinsman Design's extensive brand guidelines ensure consistent execution across all channels, including identity, design systems, digital applications, and co-branding.

TENCEL™ Case Study Strategy
TENCEL™ Case Study Analysis

"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

TENCEL™ Case Study Branding

Photographic style reinforcing 'Feels so right'

TENCEL™ Case Study Communication

Swing tags in 20+ variants across 6 languages enabled textile partners to promote TENCEL™'s sustainability.

TENCEL™ Case Study Campaign

Brand writing in line with legal and EU regulatory compliance

The new brand voice and tone communicate the fibres' sustainability and benefits directly to consumers.

TENCEL™ Case Study Activation
TENCEL™ Case Study Social Media
TENCEL™ Case Study Creative Design
TENCEL™ Case Study Website Programming

5+ Global Activations

With the brand’s marketing claims and visual style established, a major part of our work was to integrate these into a range of consumer activations.

TENCEL™ Case Study Marketing
TENCEL™ Case Study Branding Creative

Launching the brand through global events

TENCEL™ Case Study Activation Creative
TENCEL™ Case Study Social Media Marketing
TENCEL™ Case Study Digital Strategy

Thank you
Special thanks to the TENCEL™ team – Harold, Linda, Yoko, and Irene – for an incredible project!

Kinsman Chester

Regus House, HeronsWay, Chester Business Park Chester, CH4 9QR

01244 264156

hello@kinsmandesign.co.uk

Kinsman London

70 Yvon House Alexandra Avenue, London, England, SW11 4GA

hello@kinsmandesign.co.uk

CHESTER
CHESTER
LONDON
LONDON