The Client

Known for their continuous innovation and development, Toray are a multinational corporation based in Japan, recognised as one of the world’s leading materials manufacturers.

One of the many products created by Toray is ‘Karuishi’ – a hard-working, enduring fabric that lasts, providing all-day warmth and comfort without compromising on performance.

The Challenge

Having already worked across three of the brands housed within Toray’s sports fabrics division, our focus this time turned to Karuishi.

With product benefits centred around warmth, stretch and durability, we needed to create a value-based proposition and brand identity to match Karuishi’s premium, technical offering.

The Result

To hit the brief, we needed to:

  • Deliver a series of online workshops to establish the brand, categories and subsequent propositions, values and overarching messaging framework.
  • Develop a comprehensive set of commercial texts to be used across future B2C and B2B facing communications.
  • Create a new brand identity and supporting visual identity guidelines.
  • Strategically design a suite of hang tags in favour of leveraging B2B partnerships and maximising end-consumer visibility.
  • Conceptualise and strategically execute our new ‘Warmth for a life well-lived’ proposition.
  • Produce a video to bring our new brand, proposition and categories to life.

Brandwave always brings us joy and surprise us with fresh ideas. This time, they added warmth and life to our knit material. We are always grateful.

Yuki KanekoGeneral Manager, Textile Trading Department, Toray Industries Inc