Cultivating Quality
Client
BASF
Services
Art Direction, Brand Messaging, Strategic Planning
Industry
Retail & Consumer
With product lines ranging from agriculture to pharmaceuticals, and with 122,000 employees worldwide, BASF is one the world’s largest chemical companies.
Challenge
BASF is the owner of a wildly successful industry initiative known as e3® Sustainable Cotton. This U.S. supply chain-focused initiative tracks the growth, production, manufacturing, and finally consumer product use of two varieties of cottonseed. The challenge presented to FoxFuel was to unify and update the e3 brand into something that would take root with farmers and consumers alike.
Approach
Through research with teams at brands like VF Imagewear, Ikea, Wrangler, and JC Penny, FoxFuel was able to gain industry perspectives on what a sustainable product’s journey means throughout the supply chain. It’s no surprise that consumers today care more about the story behind their purchases than ever. Of course, they want a quality product, but they also care about that product’s social and environmental impact on our world. The very same could be said of farmers and manufacturers. At every point along the way, people want a quality product that’s going to pay off for them in the future.
Solution
FoxFuel understood that in order for the message of sustainable, U.S. grown and manufactured cotton to be easily understood and appreciated, it needed to be simple and relevant. Our solution: Origin – The Cotton Standard. Used as a badge of quality and commitment to sustainability alongside the brands of final products, seeing Origin lets farmers, manufacturers, brands, and consumers better understand the journey of their cotton.
Despite a successful branding solution being developed, Origin was ultimately shelved by BASF, but we still love it.
