Evolving an international brand for the UK Market


A rebrand to elevate and position international products in the UK markets

Onetowel formally Biotowel, are a textiles and manufacturing firm specialising in one-use biodegradable towels. They came to Swan Creative when looking to launch their products in the UK Health, beauty and pet industries.

Originally created for the Chinese market, Swan was asked to make the brand more UK focused by producing sales pitch documents for each of the desired sectors with brand messaging that would resonate with UK consumers.

What we did

Market Research & Brand Positioning, Essex

As an international client looking to enter the UK market, the first thing the team did was conduct market research on the current brand positioning.

The team had initially focused their research on the positioning of the brand in two desired markets of health and beauty and pets. However, utilising their knowledge of client David Lloyd’s and utilising the surge in one-use products following the Covid-19 outbreak, the team identified a third opportunity in fitness and wellbeing market, that was currently untapped.

After further analysis of the brand name itself, the research concluded that the original brand name “biotowel” was too scientific to be consumer-facing.

Although brand naming was not included in the original project brief, the results from the market research strongly suggested a change was needed in order for the product to be successful.

Brand Naming & Brand identity, Essex

We held an internal brand workshop to develop and define the new identity. Using the consumer research, market analysis and our extensive experience in defining brand concepts, several names were shortlisted before the team agreed on “Onetowel”.

The name Onetowel reflects a confident approach to the product being the number one solution for drying in the market, whilst remaining true to the product’s one use property. To demonstrate the vision and belief in the name change, the team secured all domain names and derivatives before pitching to the client.

Our in-house designers then went on to create a simple and easily recognisable word and icon mark. The team integrated a leaf icon into the O of One to reflect the environmentally friendly and biodegradable properties of the product. The choice of lower-case lettering was sympathetic to the existing branding whilst creating an approachable and relaxed, everyday look and feel.

When defining the colour palette, the team wanted to again showcase the natural elements of the product and opted for a fresh green to represent the hessian the towels are made from. The secondary colour of grey was also a nod to the evolution of the original bio towel logo.

Further brand assets and tagline for each sector were created, before flooding the designs through the sales pitch documents and onto the product packaging.

Pitch Documents & Product Packaging Design, Essex

Once the brand identity phase was complete, we moved onto the brand messaging phase of the brief. As a leading marketing agency, we understand the importance of effective communications with the target audience. Our marketing team worked on developing and defining a unique selling point for each of the three sales pitch documents.

The pitch documents highlighted the environmental benefit of the product for each area, using strong imagery, custom icons and persuasive content designed to capture the attention of the reader, inciting them to invest in the product.

Project services

As a branding agency and design agency, our experts used an integrated creative approach that utilised the following services:

  • Brand Strategy
  • Brand Workshop
  • Brand creation & Rebrands
  • Brand amplification & growth
  • Website strategy
  • Website design
  • Website development
  • Graphic design
  • Paid social media
  • Google Ads

The results

Once all the separate elements of the brand had been created the team pitched their ideas to the client, who instantly recognised the need for the name change and logo evolution. The client rolled out the changes immediately and point of sales assets went into production.

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Branded tote bags for OneTowel designed by Essex creative agency Swan Creative

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