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REPREVE Brand Recalibration

Leveraging The Phoenix’s Brand Development Process.

REPREVE Brand Recalibration


Established in 2007 as a means to eliminate waste from the production process, REPREVE utilizes up to 100% post-consumer materials to produce the only eco-performance fiber with FiberPrint® and U TRUST® verification technologies. REPREVE is manufactured by Unifi – a global textile solutions provider that produces the highest quality recycled fiber and resin that is used by some of the world’s most recognizable brands. Through collaboration with our people, customers and consumers we develop and implement innovative solutions that push the boundaries of transparent sustainability to take less and make the world a better place to live.

UNIFI tapped The Phoenix to lead REPREVE’s brand recalibration in hopes of replacing their problem-focused positioning with one more focused on the optimism of what can result from embracing the innovative solutions that REPREVE provides.

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Through facilitation of The Phoenix’s patented Brand Development Process, the Brand Architecture, Messaging, and Visual Representation now inspire the possibilities of A Waste-Free World. Implementation of The Phoenix framework resulted in a fine-tuned strategic focus on what can be achieved when REPREVE pushes the boundaries of transparent sustainability to drive innovation that inspires change.

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In the words of Unifi’s Director of Marketing: “The Phoenix Process has been the fastest and most effective way that I have ever established a Brand Archetype in my 25-year career.”