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Case Study© 2023

PURELY FOR YOU

VEOCEL™Austria© 2023

VEOCEL™

Bringing sustainability to personal care, VEOCEL™ branded fibers are derived from nature and return to nature. They are wood-based, derived from renewable wood sources through a pulping process and finally made into fibers.

The fibers are produced through a pulping process and showcase the benefits of cellulose in personal care and hygiene products such as natural absorbency, efficient liquid distribution, biodegradability, and versatility. VEOCEL™, a recognized innovator and leader in sustainability in the cellulosic fiber sector, believed that consumer focus was crucial for unlocking future growth opportunities.

This involved pursuing recognition from end customers. BaseCreate assisted VEOCEL™ in defining their brand value proposition leading to the development of a brand grid system, guides, digital and social media assets. Upon completion of the branding phase, the focus shifted to activation and delivering the message to consumers. In collaboration with VEOCEL™ teams worldwide, campaigns were created highlighting the brand's various key selling points.

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.