
A user-centric strategy grounded in sustainability
Our rapid prototyping workshops explored TENCEL™'s assets and potential.


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

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.

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.

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.


"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

Photographic style reinforcing 'Feels so right'

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

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.




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.


Launching the brand through global events



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