Lenzing

Results: Simplified brand architecture with a focus on two core products. Increased brand recognition with end-consumers. Issue: Lenzing, a fiber manufacturing company from Austria, helps to shape solutions for a variety of needs. Over 75 years they have grown into an industry leader through a pursuit of quality anchored in sustainable production. Engineers by nature, brand had been left as an afterthought leading to a confused portfolio of brands that lacked relevance and differentiation. Tasked with developing a brand strategy that guides their positioning, identity and brand architecture, the strategy needed to improve their strong upstream reputation whilst simultaneously improving downstream awareness and image with retailers and end consumers. Answer: An extensive discovery process employing three separate research tools gathered insights that formed the foundations of our strategy. We re-positioned Lenzing with a future-facing B2B2C approach allowing their product brands to get closer to end-consumers. We simplified the portfolio of brands and leveraged their unique technologies for greater differentiation over competitors. Existing equity in the TENCEL brand was elevated to represent the textile segment. This left space for the creation of a new brand to build on unique drivers of preference for the non-woven market; after an extensive naming process, VEOCEL was chosen. The creative execution shows a fusion of engineering input and creative output giving the viewer a sense of the skill lying behind the brand. The hand written typeface supported by lifestyle photography style helps to further Lenzing from a focus on product to their contribution to the thread of life.