![](https://www.basecreate.com/media/pages/work/tencel/bfbaf8bdeb-1677484180/tencel-leaf-visual2-1920x-q72.jpg)
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™.
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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.
![](https://www.basecreate.com/media/pages/work/tencel/140639acd2-1676519496/tencel-case-study-06-1920x-q72.jpg)
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.
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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.
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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.
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"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
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The photographic style focuses on communicating the 'Feels so right' proposition – strengthening the brand's relationship with end consumers.
![](https://www.basecreate.com/media/pages/work/tencel/cf647008b0-1676519496/tencel-case-study-14-1920x-q72.jpg)
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.
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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.
![](https://www.basecreate.com/media/pages/work/tencel/04093d2f04-1676519496/tencel-case-study-49-1920x-q72.jpg)
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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.
![](https://www.basecreate.com/media/pages/work/tencel/b688b81402-1676519497/tencel-case-study-55-1080x-q72.jpg)
![](https://www.basecreate.com/media/pages/work/tencel/887bf1e3ec-1676519497/tencel-case-study-53-1920x-q72.jpg)
Helping to launch the brand through a range of global events
![](https://www.basecreate.com/media/pages/work/tencel/4b8b0d0381-1676519496/tencel-case-study-34-1920x-q72.jpg)
![](https://www.basecreate.com/media/pages/work/tencel/161b16ccd4-1676519496/tencel-case-study-33-1080x-q72.jpg)
![](https://www.basecreate.com/media/pages/work/tencel/5028f6b09f-1676519496/tencel-case-study-29-1080x-q72.jpg)
Thank you
A huge thanks to the TENCEL™ team – Harold, Linda, Yoko and Irene – an amazing project!