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Case Study© 2023

Feels So Right

TENCEL™Austria© 2023

Redefining a world-leading brand of sustainably produced botanic fibers

Botanic fiber producer TENCEL™, established as an innovator and sustainability leader in the cellulosic fiber industry, saw strong consumer orientation as the key to unlocking potential future growth. With a strong product lineup and a powerful sustainability message able to resonate with environmentally conscious consumers, TENCEL™ sought to evolve from a B2B business strategy to B2Me.

This would mean pursuing end customer recognition – “looking beyond the fibers to the lifestyle they unlock for consumers”. BaseCreate built on some initial strategy work to help TENCEL™ define the value proposition for the brand. This flowed into the brand grid system, swing tags, digital and social media assets. Once the branding phase was complete, our focus turned to activation – bringing the message to consumers. Working with TENCEL™ global teams, we created campaigns around the various key selling points of the brand.

A relevant end-user strategy built on a strong sustainability message

Our engaging rapid prototyping workshops allowed us to delve into the existing assets and future potential of TENCEL™.

A new value proposition – moving from a brand built around fibers to a brand built around consumer-focused brand promises

By making the science and technology behind their production process easier to grasp, we helped more people understand their competitive edge and difference.

a simplified segment-driven
brand architecture

The TENCEL™ brand story, as developed, was one of natural comfort – fibers that appealed to eco-conscious consumers by combining superior environmental sustainability, through their botanic origin and eco-friendly production processes, with long-lasting softness, strength and versatility.

This brand personality was extended into a number of branded offers for different market segments – TENCEL™ Denim, TENCEL™ Intimate, TENCEL™ Active, and TENCEL™ Home – and corresponding focused variants of the claims developed for each. An insight-driven overarching slogan, 'feels so right', was developed, and variations of this produced for each branded offer – addressing emotional consumer needs to look good, feel good and do good.

BaseCreate refined and extended the brand’s look and feel to develop a range of materials revolving around the brand story of nature and comfort.

A new green-based brand design system reflects nature and gentleness, with a recurring forest theme and visual portrayals of how wood is turned into fibers and then into fabrics.

Detailed brand, co-brand and trade fair guides in multiple languages

The extensive brand guidelines developed by Base Create, including identity, design systems, digital applications, and co-branding guides allow brand partners to execute the brand in a consistent manner across all communication channels.

"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 photographic style focuses on communicating the 'Feels so right' proposition – strengthening the brand's relationship with end consumers.

Swing tags were designed with 20+ variants in 6 languages, giving textile partners the ability to add a powerful sustainability message to their own brand.

Brand writing in line with legal and EU regulatory compliance

The brand strategy was given life through the creation of a new voice and tone that speaks directly to consumers about the sustainability and functional benefits of the fibers.

5+ Global Activations

With the brand’s marketing claims and visual style determined, a major part of our work was to bring these together into a range of consumer activations.

Helping to launch the brand through a range of global events

Thank you
A huge thanks to the TENCEL™ team – Harold, Linda, Yoko and Irene – an amazing project!


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

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+642 9771 0777

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