Crafted Fibers is a sustainable fashion brand founded by Dr. Chewang Norbu Bhutia, specializing in high-quality, ethically sourced clothing made from natural fibers like Angora Rabbit wool, Marino, and Banpala Sheep wool. The brand is deeply committed to empowering rural artisans and weavers, while promoting sustainable fashion that benefits both the planet and local communities. Crafted Fibers aimed to position itself as a luxury brand that combines traditional craftsmanship with modern aesthetics, appealing to eco-conscious, slow-fashion enthusiasts.

Dr. Chewang wanted to establish a coherent brand strategy and messaging framework to effectively communicate Crafted Fibers’ mission, vision, and values. His ultimate goal was to increase brand awareness, improve brand perception, and confidently represent the brand to stakeholders, including artisans, industry leaders, and bureaucrats.

The brand faced several challenges:

• Lack of Clarity: Dr. Chewang struggled to articulate the brand’s story and values confidently.
• Conflicting Brand Identity: The brand wanted to position itself as a luxury brand while maintaining its deep connection to rural communities and sustainability.
• Global Positioning: Crafted Fibers needed to appeal to a global audience while staying true to its local roots.
• Limited Visuals: The project required creating a compelling narrative without extensive visual assets.
  

Efforts included:

• Conducting a 2.5-hour brand discovery session to clarify the brand’s identity and goals.
• Developing a unique narrative that balanced luxury, sustainability, and community impact.
• Creating a detailed brand strategy document to serve as the brand’s “bible.”

The deciding factor was the creation of the 60-page Brand Strategy Document, which became the foundation for Crafted Fibers’ communication and positioning.

The document included:

• A mission, vision, and values framework.
• A messaging strategy that emphasized the tagline, ”Luxury with a conscience”
• A brand interview section that empowered Dr. Chewang to confidently speak about the brand.
  

Despite initial skepticism, the final document exceeded expectations and became a critical tool for the brand’s growth.