We redefined the brand's focus from fibre-centric to a consumer-centric promise – 'Purely for you'.
We developed an end-user strategy highlighting sustainability and simplified the science and technology behind VEOCEL's production process, making it easier for the audience to grasp its sustainable benefits.
We worked closely with VEOCEL™ to develop a segment-driven brand architecture, facilitating easier product navigation for consumers.
A brand system aimed at instant recognition – allowing consumers to identify the brand without seeing the logo.
Emphasising the brand's essence with a straightforward and genuine approach.
Comprehensive brand, co-branding, and trade fair guides in multiple languages were created.
Kinsman Design's detailed brand guidelines, covering identity, design systems, digital applications, and co-branding, help partners consistently apply the brand across all communications.
Nature-inspired and simple digital icons were created to represent technologies and benefits, adaptable for various sizes, from packaging to social media.
"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
The design, color palette, photography, and tone of voice work together to position VEOCEL™ as a market leader.
A caring, compassionate brand voice – explaining the brand's science as you would to a friend.
All brand communications comply with legal and EU regulations, ensuring specific, verifiable sustainability claims with no 'green-washing.'
We continue to support VEOCEL™ with ongoing activations, including print, in-store, web, and social media campaigns.
Thanks
A heartfelt thanks to Harold, Linda, Yoko, Irene, and Arni at VEOCEL™ for their support
