The brand concept starts from the product concept that it’s not only a sustainable textile product but also combined with the innovations from natural technology. This is where the name “Naturtexx” derived from. The brand name consists of the words Nature / Textile / Technology.
Naturtexx as the mother brand and the other 3 sub brands are inspired by the innovative qualifications of the raw materials and also need to communicate together in one cohesive way which is “The textile that’s made of innovations derive from the nature”
First, the design team helped prioritize the brand and built a stronger brand architecture. We made it clear that our branding will be focused on the product qualification and innovation, not the manufacturer.
After that, we deep dived into product development. The main question was that, why would the only factory in the world that can produce the upcycling textile from upcycling agricultural waste struggle to be known and recognized by the world? Our assumption lies in that Thais still have vague knowledge about the upcycling and sustainable textile, and thus, having only sustainability as the unique selling point is too broad and easily matched and beaten by any green-washing companies.
The solution to the problem that we come up with is to develop the product to be more superior than just being sustainable. We add another layer of innovation into the product. Eg. Apart from being upcycled material, pineapple also has this property of a very strong fiber. We suggest the brand owner get the rubbing proof certification for it and that helps enhance the selling point even more.
Lastly, we then continue to work on the branding design to make the “innovation from nature” concept comes to life and communicates clearly with the consumers
Thailand is the country with the most abundance of agriculture. This leads to enormous agricultural waste produced each year that needs to be eliminated by burying or burning which emits pollutants to the atmosphere. Upcycling the agricultural waste not only helps sustain the environment but also helps increase the economy and cultural value of Thailand.
The design is made of two different concepts of lines that depict nature and innovations weave together as one while communicating the qualification of the product.
Most of the time, with the advancement of technology, we need to sacrifice our natural resources. But somehow, when we can co-create with nature, both nature itself and innovation can come together in harmony and efficiency. This would definitely elevate mankind’s quality of life.
The brand identity not only identify the brand but also communicates the product innovation clearly to the consumers
Naturtexx will help promote the idea that in order for an innovation to be born, it doesn’t have to destroy our natural resources but they can both coexist to support each other and the innovation can grow from what’s already there in nature.
Naturtexx is the only brand in the world that can produce innovative properties from upcycling materials. Therefore this brand has a lot of potential to be accepted in the modern world where more and more people pay attention to the sustainability of the environment.
The concept of the brand identity design that weaves together the visual lines that represent nature and innovation.
Bringing together the brand identity with the brand’s unique selling point helps spotlight the powerful, clear and long lasting brand image.
- Agency/Creative: The Head and The Heart Studio
- Article Title: Branding for Naturetexx an Eco-Friendly Textile Factory by The Head and The Heart Studio
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Non Published
- Agency/Creative Country: Thailand
- Agency/Creative City: Bangkok
- Market Region: Asia
- Project Deliverables: Brand Design, Brand Identity, Brand Naming, Graphic Design, Logo Design
- Industry: Manufacturing
- Keywords: Brand identity
Art director: Manasrawee Wongpradu
Designer: Piyames Wuttichalermwat