We redefined the value proposition, shifting from a brand based on fibers to a brand centred on a consumer-focused brand promise – 'Purely for you'.
An end-user strategy was developed, focusing on a powerful sustainability message. By simplifying the science and technology behind VEOCEL's production process, we helped more people understand their sustainable advantages.
We worked closely with VEOCEL™ on developing the new segment-driven brand architecture, which makes it easier for end consumers to navigate their products.
A brand system aimed at rapid recognition – where consumers can identify the brand without the need to see the logo.
Highlighting the heart of the brand through a candid and honest approach.
Comprehensive brand, co-branding, and trade fair guides in various languages were created.
The in-depth brand guidelines developed by BaseCreate, which include identity, design systems, digital applications, and co-branding guidelines, enable brand partners to consistently implement the brand across all communication channels.
Nature and simplicity were the basis for creating a set of digitally friendly icons that express their technologies and functional benefits. They are designed to work in various sizes, from packaging to social media, for improved readability.
"We have been very happy with the brand strategy and activation undertaken by BaseCreate...It was a very large scale and challenging project".
Linda Chan
Manager, Global Branding
Lenzing Group
The design, colour palette, photography and tone of voice all work together to establish VEOCEL™ as a transformative force in the market.
A brand voice that is caring, and compassionate – explaining the science behind the brand in the way you'd explain it to a friend.
All brand writing is in line with legal and EU regulatory compliance which prioritises very specific, zero 'green-washing' sustainability claims that can be backed up with evidence.
We continue to help VEOCEL™ with ongoing activations – including print, in-store, web and social media campaigns.
Thanks
A big thanks to Harold, Linda, Yoko, Irene and Arni at VEOCEL™ for being such a supportive client.
