With a lack of traction beyond its traditional ballistics and industrial textile base, Honeywell Spectra Fiber was looking for an opening into the profitable commercial outdoor clothing market.
As an ingredient product, Spectra Fiber was already well established in several applications. We therefore needed to ensure the consumer rebranding and subsequent launch would resonate with existing and new audiences alike.
To find the necessary insight to develop the brand, we conducted some consumer focus group sessions. As well as exploring customer motivations and preferences, we wanted to know which outdoor and sportswear features were most important, and why.
Armed with these details, we developed a brand proposition, and tested and refined a range of creative concepts. As well as creating a brand logo, visual identity, tone of voice and key messaging, we developed a three-year strategy for the Spectra brand. We went on to produce their website and other assets.
The new identity successfully differentiated the brand among textile competitors, and established Spectra globally as a premium ingredient material in leading high-street outdoor brands.
