About Birla Purocel:
- Birla Purocel is a 100% nature-based, nonwoven fibre, ideal for personal care, hygiene, medical and next-to-skin usage.
- Purocel fibres are soft, absorbent, hygienic and biodegradable.
- These are made form wood sourced from sustainable plantations to ensure minimal environmental impact.
Background:
- Birla Cellulose is already a world leader in Viscose Staple Fibre (VSF), widely used in apparels, home textiles & nonwoven applications.
- They had brands like Birla Excel, Birla Modal, Birla Viscose etc. in the woven applications segment but none in nonwoven applications.
- Requirement to develop a brand identity for nonwoven fibre for better product positioning in a competitive market.
- To market the product as premium & branded product.
Client Requirement / Agency Role:
- Secondary Research – Market & Competitor study
- Brand name, Logo design & Brand Guidelines
- Brand Story & Key Communication
- Communication strategy
- Launch Campaign
Brand Identity:
- Brand name, ‘Purocel’ – 100% natural & pure and a brand of Birla Cellulose.
- Brand tagline, ‘because we care’ – the product’s category, application & sustainable sourcing make it a product which cares about its consumers and the environment.
- Logo – green & brown which depicts nature & eco-friendliness, and the two leaves which denote a cocoon of care.
Campaign Idea:
- ‘Care for the people.’
TGs:
- Manufacturers of personal care, hygiene & medical products.