Eco-Essentials Initiative
The Eco Essentials Initiative was created as a strategic brand concept. Made to challenge, inspire and act as a role model within sustainable innovation.
When creating and steering the Eco-Essentials Initiative, my responsibility encompassed leveraging consumer insights and strategic planning to cultivate a concept positioning Tretorn as a forward-thinking brand.
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As the architect behind the initiative, I conceptualized its core elements, crafting the manifesto, purpose statements, sustainability KPIs, and strategic guidelines for our sustainable innovation and communication efforts.
TYPE OF WORK
Brand Development
Sustainability Strategy
Creative Direction
Category development
Product development
Marketing
PR-Communication
Collaborations
SELECTED RESULTS
Brand platform Sustainability
New category: Eco-Sneakers
New sub-brand: Sarek
New fabric: Ghost Net Fabric
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Collaborations:
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The Left Over Project
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The Ghost Net Project
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The Bio Jacket Project
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Tretorn x Nigel Cabourn
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Tretorn x OiPolloi
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Tretorn x Naturkompaniet
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Tretorn X MAKIA
Introduction:
The Eco-Essentials Initiative Case
This case unfolds during my tenure as Head of Marketing and Creative Director Europe at Tretorn, representing a collaborative effort across various teams, including product, design, sales, and marketing.
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In the backdrop of 2015, a pivotal era marked by a shift in consumer values, individuals were intertwining their principles with shopping choices. A surge in environmental and social consciousness prompted consumers to align with brands actively demonstrating responsibility rather than just vocalizing it—an evolution we keenly observed.
Recognizing that mere efficiency was insufficient, we acknowledged the imperative for systemic change on a global scale. To navigate this transformation, a paradigm shift in our interaction with nature was imperative—a shift from competition to collaboration. Embracing waste as a resource and adopting a circular mindset became paramount. In response, the Eco-Essentials Initiative was conceived, reflecting our commitment to fostering sustainable practices and driving impactful change.
Photo credit: Norr Agency 365 Naturkompaniet. Tretorn X Naturkompaniet, Ghost Net Jacket
My Role in the Eco-Essentials Initiative: Shaping a Sustainable Future for Tretorn
When creating and steering the Eco-Essentials Initiative, my responsibility encompassed leveraging consumer insights and strategic planning to cultivate a concept positioning Tretorn as a forward-thinking brand.
​
As the architect behind the initiative, I conceptualized its core elements, crafting the manifesto, purpose statements, sustainability KPIs, and strategic guidelines for our sustainable innovation and communication efforts.
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Collaborating closely with the product team, I played a pivotal role in refining product communication, logos, and design directives. A comprehensive update of the visual identity ensued, accompanied by the creation of sales presentations. I seamlessly managed trade shows and press events, ensuring a cohesive representation of our sustainable vision.
Beyond aesthetics, I formulated an approach to collaborations and devised a roadmap for effective communication strategies. Simultaneously, I assumed the role of Head of Sustainability Affairs, establishing a thought leadership program to authentically narrate our journey and solidify our commitment to sustainability.
Photo credit: Norr Agency 365 Naturkompaniet. Tretorn X Naturkompaniet, Bio Jacket
"Inspire people to be part of creating a better world"
At the core of the Eco-Essentials Initiative lay a meticulously crafted manifest, purpose statement, and an evolving roadmap, all centered around continuous development and innovative storytelling collaborations. The driving force behind our collaborations was to immerse consumers in a transformative experience, consistently challenging the boundaries of sustainable practices.
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Integrating the Eco-Essentials Values into our organisation, we instilled them within policies, processes, and product development, fostering a holistic commitment to sustainability.
Photo credit: OiPolloi Tretorn X OiPolloi, Bio Jacket
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The culmination of our efforts manifested in a platform and initiative that not only altered the business fundamentals but also birthed novel opportunities for sustainable innovation, all under the umbrella of a collaborative ethos. The initiative's activation spanned diverse channels, including thought leadership PR, retailer cooperatives, and designer collaborations.
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The resounding success of the project reverberated across the brand landscape, elevating brand equity and preference among resellers, buyers, and consumers alike—a testament to the transformative power of the Eco-Essentials Initiative.
Powered up Brand Storytelling through Brand Books and Editorial Look Books
My approach is that Brand Books and editorial Look Books should act as a mirror of the brand soul, it should connect buyers, consumers and press with the brand and brand stories. It should be a conversation starter where we position the brand in the head of the consumer as we wish to be perceived.
I created a lot of publications during the project, Eco-Essentials Manifest, Editorial Look Books with seasonal themes, collaboration books and fabric presentations.
My role was to create content strategy, storytelling ideas, copy writing and visual direction.
Case:
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Consumer insights, Sustainability Strategy, Brand development, Concept to Consumer Strategy, New Product Development, International Collaborations and Activations
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New Eco Brand Position, about 80% of all products being made in the initiative 2020, a distinct new purpose, new categories and product development. A new brand voice and great ongoing international publicity.
Results:
Let's Connect and Collaborate
For any inquiries please email me at fredrik.ekstrom@abovetheclouds.se or use the link below to find out more about me.
