LENZING™ ECOVERO™
LENZING™ ECOVERO™
A brand refresh to sustain leadership in a competitive market
The project in a nutshell
We led a full brand refresh for LENZING™ ECOVERO™, from creative direction and photography to brand guidelines and tone of voice, reinforcing its leadership position in a fast-moving viscose market.
- Brand strategy
- Creative direction
- Brand guidelines
- Photography
- Design
- Copywriting
The challenge
LENZING™ ECOVERO™ has led the viscose category since its inception, but the market has only gotten more competitive. With more players entering the space , it was time for the brand to sharpen its story, reassert what sets it apart, and make that case land with both B2B and B2C audiences.
Our approach
-
1BRAND STRATEGY
We got under the skin of what genuinely makes LENZING™ ECOVERO™ different, and why customers love it. -
2CREATIVE DIRECTION
We translated that strategy into a creative articulation, including a new design direction and brand narrative. -
3CREATIVE EXECUTION
We brought the new direction to life across photography, key visuals, website and brochure copy, and brand guidelines.
The solution
We built the brand around a single creative idea – the original essence – that runs through everything and using the shape of plant cells, echoing material’s own cellulose fibre origins, as our visual structure. It’s also a nod to a the claim that LENZING™ ECOVERO™ was the first viscose fibre to achieve the EU Ecolabel, proof that it has been taking less and giving more since day one. From there, we built out the wider brand world. The result is a brand that stands apart from its competitors and from other Lenzing products, reinforcing its leadership position in the market.
Interested in how we could support you in your next project? Let’s talk.