Branding & Marketing Agency

Bringing ideas to life

Hong Kong Airport

De Beers

Harry Wright

Sela Skincare

Audemars Piguet

Sorin

Mandarin Oriental

Speeki

LENZING™ ECOVERO™

VEOCEL™

Board Riders Wipeout Club

The Chester

The MOD

Hotel Jen

CITIC Capital

Château de Sours

RARE SkinFuel

TENCEL™

NUSTAR Resort

The Whitney

Two Hyde Park Square

Cloud Light

La Maison du Chocolat

Muon Activewear

Confirmity

A S T R I

Androsophy

Pickabowl

Aiconik

Manuka Royale

# Make it feel right

Bacardi Group

Okada Resort

Prezlock

Tsuchiya Kaban

Re>Pal

City di Mare

Quantifeed

Fleet Management

English Schools Foundation

International Christian School

Hibiki No Mori

Nakamichi

Dehres Jewellery

APM Monaco

Eatology

K E F

L. I. F. E.

Mémoire

Chaumet

St. Regis

Panerai

Deloitte

La Perla

TENCEL™ Luxe

Start Me Up

Dufry

Bank of East Asia

What we do and why

Design for your whole journey

Brand Strategy & Voice

Branding & Design

Digital & Web

Content & Campaigns

Events & Activations

Design for your industry

Corporate

Consumer Products

Hospitality

Fashion & textiles

Manufacturing and industrial

Technology

Food & Beverages

Logistics

Health & Wellness

Real Estate

Education

ESG & Sustainability

Experiences that move people

News and Insights

Branding in the metaverse

Rebranding a contruction leader

Increase your brand loyalty

What is brand voice?

Time for a brand check-up?

Creating Positive Impact

Let's talk

Success

App Design

Box Packaging Design

Brand Activation

Brand Activation Campaigns

Brand Activation Events

Brand Activation Strategy

Brand Architecture

Brand Architecture Framework

Brand Architecture Strategy

Brand Building Guidelines

Brand Color Guidelines

Brand Communication Strategy

Brand Consulting Agency

Brand Guidelines Typography

Brand Identities

Brand Identity Guidelines

Brand Management

Brand Naming

Brand Positioning

Brand Positioning Analysis

Brand Positioning Mapping

Brand Positioning Research

Brand Reposition

Brand Positioning Strategy

Brand Research

Brand Strategy Consulting

Brand Strategy Research

Brand Style Guide

Brand Toolkit

Brand VIdeo

Branding And Marketing

Brochure Design

Brochure Design Agency

Business Card Design

Catalog Design

Company Logo Design

Content Creation

Content Marketing

Content Production

Content Strategy

Content Writing

Corporate Branding Agency

Corporate Identities

Corporate Logo Design

Creative Agency

Creative Content

Creative Design

Design Agency

Design Strategy Agency

Develop Positioning Strategy

Digital Brand Guideline

Digital Content Marketing Agency

Direct Mail Design

eCommerce

Ecommerce Agency

Error 404

Experience Design Agency

Flyer Design

Food Packaging Design

Full Service Branding Agency

Global Branding Agency

Graphic Design

Healthcare Branding Agency

Hospitality Branding Agency

Logo Design

Logo Design Guidelines

Luxury Brand Positioning

Luxury Branding Agency

Marketing Strategy Agency

Marketing Video

Mobile Apps

Multi Brand Strategy

New Brand Strategy

Package Design

Print And Consumer Collaterals

Privacy cookie policy & terms

Product Design

Product Logo Design

Product Marketing

Product Package

Product Positioning

Real Estate Branding Agency

Rebranding Strategy

Responsive Web Design Company

Restaurant Branding Agency

Retail Design

Retail Experience Design

Retail Space Design

SaaS Content Marketing Agency

Shopify Web Design Agency

Social Media Agency

Social Media Content

Sport Branding Agency

Stationery Design

Styleguide

Thanks for reaching out

Team

Matthew Kinsman

Winning hearts and trust

Types of Brand Architecture

UI and UX Designs

User Experience UX

Video Content

Video Production Agency

Visual Brand Guidelines

Visual Brand Identity

Web App

Web Design

Website Development

Wordpress Web Design Agency

View View

Case Study© 2022

Setting a new standard in eco-responsible fibers

LENZING™ ECOVERO™Austria© 2022

LENZING™ ECOVERO™

Refreshing the positioning and activation of an environmentally sustainable brand of viscose fibers

World-leading Austrian botanic fiber producer Lenzing, well established as an innovator and sustainability leader in the cellulosic fiber industry, engaged BaseCreate as the global brand activation agency to help refine and strengthen the brand’s initial market positioning as “the new standard in eco-responsible viscose”.

A new brand story was developed, encapsulated in the slogan "take less, give more". Brand activation materials explained that, as compared with generic viscose, and even more when compared with conventional cotton, eco-responsible LENZING™ ECOVERO™ takes substantially less from nature, while giving more to consumers.

The challenge was to develop a compelling brand story sufficiently distinct to differentiate LENZING™ ECOVERO™ as a leader in its market segment.

A key objective of the project was the development of a powerful sustainability message which would resonate with today’s environmentally conscious consumers. Lenzing saw strong consumer orientation as vital to unlocking potential future growth. Consequently, the project aimed to raise consumer awareness of the LENZING™ ECOVERO™ brand through a B2B2C approach, targeting end consumers as well as primary and secondary customers.

Recreating the brand claims for LENZING™ ECOVERO™ to generate a multichannel brand activation toolkit for the brand.

The project required us to acquire a clear understanding of the advantages of LENZING™ ECOVERO™ over generic viscose, which is often stigmatized as “dirty viscose” for its negative impact on the environment. We were able to draw on the earlier research into consumer preferences for sustainable fibers conducted for other Lenzing brands.

Omnichannel activation

Brand activation materials explained that, as compared with generic viscose, and even more when compared with conventional cotton, eco-responsible LENZING™ ECOVERO™ takes considerably less from nature, using wood from sustainable sources as its raw material, minimizing CO₂ emissions, and using resources such as water with maximum efficiency.

Giving Lenzing’s customers an activation toolkit to help them offer their own customers more options meeting public demand for sustainable fashion.

"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

Consumer-focused assets were rolled out spanning a range of touchpoints including web, social, video, hang tags and POS.

B2me
activation

Lifestyle photography captured the 'Take less. Give more' attitude and functionality of the fibers.

Brand guides were created in 5 languages to work globally with co-branding partners.

BaseCreate

15/F The Hennessy 256 Hennessy Road Wan Chai, Hong Kong

+852 2868 2793 +852 3586 0792

[email protected]

BaseCreate

Cloudeau, Ozolles 71120 Saône-et-Loire France

+33 9 77 21 73 00

[email protected]

BaseCreate

Duesseldorfer Strasse 181 40545 Duesseldorf Germany

+49 (700) 43 29 5263

[email protected]

BaseCreate

Base Creative, 43 Appleton Lane, 3287 Hamilton New Zealand

+642 9771 0777

[email protected]

HK
HK
FR
FR
DE
DE
NZ
NZ