8 Packaging Visual Design Trends. 6 Consumer Trends. 12 Real-World Products. One Report.
BASF Haptex® 4.0 Branding Promotional Pitch
This was a unselected branding promotional pitch for BASF’s Haptex® 4.0, a fully recyclable synthetic leather positioned as the future of sustainable material innovation.
The goal was to establish Haptex as a leading sustainable synthetic material brand by developing a 3 year branding plan to strengthen market presence, build brand credibility, and drive industry adoption.
We worked on the visual and art direction for the campaign theme PURE Difference—including the overall look and feel, key visual proposals, and logo design concepts. While the pitch was ultimately not selected, this project remains a personal highlight for the creative freedom I had in shaping the campaign’s aesthetic direction.
Two logo options proposed
Two logo options were created for the pitch.
This logo option focuses on circularity, positioning Haptex® as a future-forward, sustainability-driven brand.
The letters “a” and “p” form an infinity loop to symbolise circularity and highlight Haptex®’s recyclability. Additionally, italicising “RE” subtly draws attention to “PU” (polyurethane), reinforcing the brand’s commitment to innovation and circularity in fashion.
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The other logo option positions Haptex® as a gateway to the circular economy, marking the start of a new era in sustainable synthetic leather. Its circular form and bold type create a stamp-like symbol of credibility and lasting impact. The design reinforces Haptex®’s status as a certified, sustainable material and reflects the brand’s commitment to driving meaningful change in the industry.
We created five different key visuals, each tailored to a specific industry where Haptex® is commonly used. The key visuals were designed to bring forward the invisible benefits of Haptex® by representing its unique selling points through icons. Placed front and centre, the icons highlight both product attributes and sustainable advantages. They can be adapted depending on which benefits BASF chooses to emphasise for each industry.
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As part of the promotional effort, a product tag was designed to showcase key information and details about Haptex®. This tag is intended to be attached to products made with Haptex®, helping to communicate its sustainable and performance-driven benefits directly to consumers.
To ensure the Nutriverse brand maintains a strong and cohesive identity across all platforms and touchpoints as it grows, consistency in brand language is essential.
We delivered a comprehensive brand guideline to support both internal and external teams, providing clear direction on the visual system and serving as a reference for future applications.
