Branding for LENZING Filtration
Making a splash: the humpback whale is recognized for this phenomenon in oceans worldwide. Perhaps this is due to its ability to "sing" about it when not preoccupied with feeding on plankton. It serves as the preferred filter of the seven seas—apart from for plankton. Conversely, Lenzing Filtration, a part of the globally active LENZING Group, is situated by the picturesque Lake Attersee. Their daily focus is on developing and manufacturing filtration systems for industrial applications. A new branding effort has given them a lift. BRAND POSITIONING AND CLAIM Through collaborative workshops, we established the positioning of the corporate brand alongside the existing OptiFil™, ViscoFil™, and CakeFil™ product lines. Two previously unbranded product categories were given distinct identities, leading to the creation of the CoreLine and AutoLine brands. The positioning of Lenzing Filtration as an innovative force in the liquid filtration sector is encapsulated in the claim: INNOVATION FLOWS. BRAND ARCHITECTURE, LOGOS & SLOGANS In addition to retaining the "Lenzing Filtration" name from the Lenzing Group's corporate design, we crafted a brand architecture for the product lines, which is primarily reflected in their logos and slogans. The design maintains a connection to the fibre group’s aesthetic through flowing lines inspired by the underwater world in shades of green and blue, reminiscent of the stylized baleen of the humpback whale. IMAGE PHOTOS AND CD ROLLOUT The image and team photos taken at the Lenzing facility and nearby Attersee lake vividly brought the brand to life. During the photoshoot, the humpback whale experienced its first encounter with freshwater air. Since then, it has been showcased globally at trade fairs, in brochures, and online.