TRETORN: GLOBAL BRAND DEVELOPMENT
THE ECO-ESSENTIALS INITIATIVE SUSTAINABILITY
When creating and implementing the Eco-Essentials Initiative, my responsibility was creating the concept, leveraging consumer insights and strategic planning to cultivate a position for Tretorn as a forward-thinking brand, including organisation, product development, marketing and sales.
The approach we took to sustainable innovation, was not only to create new innovations with a sustainable mind set. Sustainability meant creating an organisation and business system that provides for quality of life throughout the whole value chain, while still being resilient with the environment and its resources. We wanted to create a sustainable company that resembles a living system where all of the resources (human, natural and economic) are renewed and in balance.
Tretorn X Nigel Cabourn
Eco-Essentials Initiative, Where sustainable innovation is our core engine for growth
ARCHITECTURE OF A GLOBAL BRAND RE:POSITIONING
Creating Real Change
This case unfolds during my time as Head of Marketing and Creative Director at Tretorn, representing a collaborative effort across various teams, including product, design, sales, and marketing.
As the architect behind the initiative, I conceptualised its core elements, crafting the manifesto, purpose statements, sustainability KPIs, road map for collaborations and strategic guidelines for sustainable innovation, product development and communication.
"Inspire people to be part of creating a better world"
ARCHITECTURE OF A GLOBAL BRAND RE:POSITIONING
Consumer centric sustainability
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.
Integrating the Eco-Essentials Values into our organisation, we instilled them within policies, processes, and product development, fostering a holistic commitment to sustainability.
A value shift in the consumer mind set guided the way.
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 vocalising it—an evolution we keenly observed.
Efficiency was not enough, we need systemic change.
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.
REPOSITIONING A BRAND IN THE HEAD OF THE CONSUMER
Authentic Brand Positioning
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.
The Future is Closer Than You Think ...
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