Naming a more sustainable cellulose pulp for viscose rayon apparel

Making the “invisible” more visible

Everybody’s heard of toilet paper, baby diapers, textiles, clothing, and paper currency. But do we ever stop to think about what fibers go into making them? Or the raw pulp material from which those fibers are spun? Today more than ever, sustainable business practices and transparency around what goes into consumer products is paramount.

Zinzin has named a number of products for Georgia-Pacific (GP), an American pulp and paper company with a global presence. For this project we worked with GP Cellulose, the division of the company that sustainably sources cellulose, an insoluble substance that is the main constituent of plant cell walls and of vegetable fibers such as cotton. This pulp and the fibers that are spun from it might be “invisible” to consumers, but they are essential to businesses that manufacture popular consumer products. Products that people wear, use, and enjoy every day.

Fortunately, GP understands the importance of a name, even for these small, yet mighty fibers. So they tasked us with creating a name for their sustainable, low-alpha, dissolving wood pulp solution used to make viscose rayon for the apparel industry. In other words, a high quality, high performance, natural wood pulp that’s responsibly sourced.

Behind the name: LumaCell

Here are the core brand positioning concepts that guided our work throughout this project, concepts that were strongly linked to the resulting viscose fabric that would be spun from this pulp and the characteristics of the clothing made from that fabric:

• Comfort/Material: breathable, comfortable, comfy, soothing, at ease, relaxed, comforting, effortless, approachable, calm, serene, capable, air, lightweight, transparency, spirit, elemental, craftsmanship
• Creativity: imagination, artistry, art, color, vivid, luminosity, design, shapes, style, patterns, expression, forms
• Movement: drapable, flowing, silky, smooth, energy, active, fast (fashion), fluid, flux, graceful, liquid, dance, shapeable, rhythm
• Nature: all concepts related to nature — southern long grain pine, trees, light, illumination
• Sustainability/eco-friendly: the process of making a more environmentally friendly material

The compound name Zinzin created, LumaCell, is a combination of invented and experiential and name types. LumaCell evokes light and maps to this “enlightened,” eco-friendly cellulose pulp used to make a very lightweight fabric. Luma is a variant of luminance, the brightness in an image, while Cell is a shortened version of cellulose. Related concepts implied by the name, and applicable to fashion applications, include illumination, radiance, glowing, and structure.

Appreciation

We applaud Georgia-Pacific’s commitment to sustainability, as well as their commitment to continuing to build a strong brand. They truly understand how a great product name that aligns with their brand positioning can only add to the continued success of Georgia-Pacific and its partners.

To maintain that sustainable innovation in products and product names is often a challenge within a highly competitive, global industry. However, they do it with transparency and consistent brand messaging.

LumaCell | Crafted By Nature

Visit:  LumaCell (PDF)