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.
