Background

Bluepha, established in 2016, specializes in designing, developing, manufacturing, and marketing novel bio-based molecules and materials, with its biodegradable material Bluepha™ PHA being the most widely recognized among consumers. In January 2023, Bluepha’s first product pipeline for the marine degradable biopolymer Bluepha™ PHA achieved an annual production capacity of 5,000 tons, successfully marking the official entry into the commercialization phase.

As the company expands, Bluepha is growing its business lines and developing an increasingly diversified product range. Therefore, it is crucial to establish a brand image and architecture that aligns with its industry-leading status to promote brand upgrading and foster high-end international partnerships.

Labbrand has been honored to be entrusted by Bluepha to assist in optimizing its brand strategy and crafting a new corporate and product brand positioning, as well as creating a brand story and the product tagline “Bluepha — A Phabulous Blend with Nature” for its signature Bluepha™ PHA product. This collaboration aims to enhance Bluepha’s brand expression and boost brand recognition to maintain its competitive edge.

Solutions

Phase One: Corporate Brand & Product Positioning Optimization

Labbrand deeply understands that precise positioning can help Bluepha emphasize its brand value on an enterprise level and enhance communication effectiveness. Meanwhile, it can also showcase Bluepha’s diversity and wide involvement in various fields to help achieve sustainable development.

In the early stage, Labbrand conducted in-depth interviews with Bluepha’s senior executives and carried out extensive desktop research to gain a thorough understanding of Bluepha’s business operations and future directions. We developed a comprehensive summary of the brand and product lines so that the positioning could better echo Bluepha’s corporate brand and each product line, along with their interrelations. Later, we conducted a meticulous analysis of brand information from 4 core perspectives – the company’s key capabilities, competitor analysis, industry trends, and target consumers. Leveraging Labbrand’s unique four-facet brand positioning model, we defined an upgraded positioning for both the Bluepha brand and its flagship product, Bluepha™ PHA.

The optimized positioning focuses on sustainability, naturalness, and eco-friendliness, highlighting Bluepha’s strengths in cutting-edge innovation, cost-effectiveness, and technology. It also underscores Bluepha’s commitment to environmental protection and the advantages that set it apart from other bio-manufacturing companies. It ensures that Bluepha’s brand features are faithfully delivered to the target consumers and helps Bluepha secure a steady foothold in the market.

Phase Two: Brand and Product Story Creation

After finalizing the brand and product positioning, conveying the core concepts, uniqueness, and values of the products and brand more deeply and engagingly is essential to help evoke emotional resonance among consumers and establish a strong brand image and affinity. Thus, Labbrand crafted a versatile brand story for Bluepha and Bluepha™ PHA from 3 perspectives: stakeholders, the role the brand plays, and the brand’s unique value proposition. The brand story vividly represents Bluepha’s leading-edge R&D capabilities, showcasing its proprietary BioHybrid carbon fixation technology and advanced SynBio OS R&D platform. Furthermore, it emphasizes the innovative environmental protection value of its natural polymer material, Bluepha™ PHA. This narrative aims to highlight Bluepha’s positive contributions to sustainable development and the bio-manufacturing industry.

Furthermore, Labbrand provided the Bluepha team with detailed Q&A sessions and training. Our focus was on the practical application of the brand story, including how to use it and where it should be used to ensure the Bluepha team fully understands and appropriately applies the story to maximize its brand communication impact across all situations.

Phase Three: Product Slogan Development

In addition to the brand story, Labbrand created a concise yet impactful product slogan for Bluepha™ PHA based on the new brand positioning. The aim was to effectively communicate the core value of the Bluepha™ PHA product, help the consumers quickly grasp its characteristics, and drive market performance. During the exploratory stage, we brainstormed the slogan, considering various dimensions such as brand vision, universe, emotional value, and functional value. After multiple rounds of submissions, screenings, and linguistic testing, the distinctive product slogan “Bluepha — A Phabulous Blend with Nature” was ultimately selected.

Here, “Phabulous” is a variant of the English word “Fabulous,” and the name of the product — Bluepha™ PHA is ingeniously integrated through a pun. The phrase “Blend with Nature” effectively conveys Bluepha’s brand vision and highlights Bluepha™ PHA’s environmental friendliness and degradability. Meanwhile, the use of the declarative sentence structure helps the slogan convey Bluepha’s brand idea of originating from nature and returning to nature simply and directly. All in all, the slogan contains gentle emotional tones that easily resonate with the target consumers.

Creating a Phabulous Era

Labbrand is honored to have partnered with Bluepha on this brand upgrade project as a trusted branding professional. Leveraging our expertise in branding, we meticulously crafted an improved brand reconstruction, precise brand and product positionings, well-polished brand and product stories, and a concise yet engaging product slogan for Bluepha. These efforts have significantly contributed to building a comprehensive and clear brand image for Bluepha and optimized brand expressions to help enhance its brand value. Our partnership with Bluepha continues to strengthen, and we remain committed to supporting its ongoing growth and success moving forward.