Established in 1926 as a Rayon Yarn Company, Toray are recognised as one of the world’s leading materials manufacturers. In addition to creating innovative fibres and textiles for the sports apparel market, they also develop cutting-edge products such as plastic resins, fine chemicals, pharmaceutical and medical products, electronics and products for the water treatment and environmental fields.
Toray use their unmatched heritage, expertise and continuous effort to pursue sustainability to produce a diverse range of fabric types. Primeflex is a highly adaptable fabric designed to be used for a wide range of sports and leisure activities, as well as for functional fashion items.
The Challenge
With an impressive list of brand partners already established and at a time where comfortable clothing is arguably at its most sought after, we were tasked with:
- Auditing existing B2C communications and providing recommendations to improve B2C centric copy
- Producing commercial texts for use across all B2C assets and communications
- Capturing macro photography to highlight the range of fabric types Primeflex has to offer
- Building a brochure site to showcase the Primeflex brand, its partners and products
- Creating an overarching B2C focused creative campaign
- Producing a new brand video working with brand partners
The Result
Primeflex is durable, lightweight, comfortable, fast-drying and customisable, making it ideal for a diverse range of activities, from sports and activewear to casualwear, business attire and fashion apparel. It’s a fabric that has been designed with durability and comfort in mind, so we needed a campaign that was clear with its message, that demonstrated a visible red thread and was scalable on a global level. From this, came ‘Comfort Uncompromised’.
With our new creative direction established, we created campaign guidelines to ensure consistency in our communications when rolled out globally. Working with many of Primeflex’s brand partners, it was vital that the campaign held inherent flexibility to work across a range of deliverables, both tangible and digital, and this culminated in rolling out a new brand video and brochure site to highlight the fabric’s capabilities.
In addition to creating a range of campaign artwork, we also captured a multitude of macro photography and produced a copy bank and commercial texts to inform future communications.
Despite the challenges set by COVID restrictions, we were able to complete the full project scope remotely, whilst maintaining close virtual contact with the Primeflex team.
”We enjoyed working with Brandwave to build up the Primeflex brand. Not only the end results, but also the polite guidance throughout the project process and the abundance of knowledge and new ideas provided. We really enjoyed our weekly meeting with them and the final outcome is great. We are very excited to continue to build the brand.
They are really professional and we really appreciate the opportunity to work together.
Yuki KanekoToray Industries, Inc.
