Following the successful rebrand of Halley Stevensons, we developed the positioning, strategy and naming approach for their new range of sustainable wax finishes. Working closely with their leadership team, we collaborated on a consultancy basis to help them define the category USPs before forming a launch plan and supporting design collateral to target key clients and manufacturers.
First, we ran several fact-finding workshops to uncover the unique traits that would characterise the products — these quickly revealed that the new waxes would be made entirely from other industries’ waste material. We agreed that the first product should use a blend of 100% plant-based waxes and oils, all taken from otherwise unusable waste created by the food processing industry.
The innovation team at Halley Stevensons used olive oil for the first product in the new range — a wax that is non-GMO and could be combined with other plant-based waxes to form a unique layer of fabric protection. From here, the category name ‘EverWax’ was created, highlighting the circular, long-lasting credentials of the products.
From here, we created a printed sample book that would house and explain samples of the fabric. The book was four pages in extent and used similar processing principles to EverWax Olive itself, using reclaimed waste produced through the materials and inks used while employing traditional, low impact techniques like letterpress to create a beautiful, unique final product.
The sample book cover features an abstracted dot-matrix halftone pattern of an olive branch, showing the delicacies found within natural woven fabrics. The inner text highlights the product USPs and ideal uses as well as colour and process information. We produced the entire project using only two inks, again showing our shared commitment to using as few resources as possible while still achieving a visually exciting and informative product. Upon completion, Halley Stevensons sent out the sample packs to around 1,000 key clients and manufacturers within the fashion and clothing industries — we then reinforced this with targetted digital communication to stimulate discussion and collaboration among the garment-making community.
While defining the broader EverWax category, we uncovered the need for standalone packaging to help differentiate from the Original range of waxed finishes. As a result, we produced a unique set of tins and woven labels using the EverWax branding. We used the same principles of repurposing waste resources and by-products to design a unique range of materials, each using a resource that could be saved from landfill. For the EverWax Olive sample pack, we used paper that takes waste cotton from the fashion industry and mixes it with the paper pulp, creating a buttery-soft card that looks and feels special. This also cut down the need for a heavier weight board, which would usually be required.
EverWax Olive is currently being distributed worldwide, making its way into new collections ready for the AW22 season. The fabric itself comes in 8 different shades; Sage, Navy, Olive, Archive Olive, Bark, Black, Grey and Dark Pebble. Each shade has a gentle, protective blend of plant-based waxes and oils chosen to complement the natural character of organic cotton.
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