Building the future of fiber
Transforming an international fiber business into a global brand with purpose
Over the past 80 years, Austrian fiber producer Lenzing has evolved into a global technology leader. However, its growth resulted in a complicated and cluttered portfolio of product brands lacking relevance and differentiation. Additionally, rising competition from Asia and increasing retailer demand for sustainable practices begged the question—How could Lenzing best leverage its products and brand?
We conducted an extensive discovery process, involving 30 stakeholder interviews, 20 customer interviews, and quantitative surveys with 600 employees and over 4,000 consumers globally. Through our findings, we unlocked the brand’s power—Lenzing is more than just a manufacturer; it is a leader in leadership and innovation, quality and sustainability, with customers buying competitive advantage, expertise and partnerships.
We shifted Lenzing’s positioning, moving from fiber to solution, production to purpose, and, most importantly, from a B2B company to a B2Me brand. We simplified and repositioned the product brands as distinct sub-brands within a clear and logical hierarchy, leveraging Lenzing’s strong corporate masterbrand. This tells a unified story, connects the right brand to the right audience, and provides a strong trademark protection status that had been absent from Lenzing’s portfolio.
Lenzing’s sub-brand, TENCEL™, has seen a 67% increase in licensing applications, with Lenzing going from zero to 99 co-branded partnerships
Global co-branding campaigns have achieved 100m+ online reach, 65m+ social media reach, and 1m+ engagements with fans on social media
Confidence in the revitalized brand is recognized by the €1bn investment the company is making in expanding production