Material Innovation · Textiles · 2025
ChloroLabs
Brand identity for the material innovation and sourcing arm of Chlorohemp Agrotech, a Himalayan-origin natural fibre company building India's vertically integrated bast-fibre supply chain.
The brief
Where it started.
ChloroLabs sits inside Chlorohemp Agrotech, a company doing serious work, IIT-backed R&D, regenerative cultivation, proprietary fibre processing. The platform itself had to speak to three very different audiences: textile mills evaluating spinning trials, global brands chasing ESG targets, and designers looking for something genuinely new. It needed to feel like infrastructure, not a startup.
Strategy & positioning
The thinking.
Position as platform, not product.
We resisted the pull to brand ChloroLabs as another sustainable-fibre label. The work was to frame it as the connective tissue, the single access point between Himalayan supply and the world's mills. The category cue is platform, not product.
A naming architecture that scales.
Chlorohemp, ChloroFlax, ChloroNettle. One root, three fibres, room to add more. The naming gives the parent company a clear hierarchy and lets each material family carry its own weight without fragmenting the brand.
Technical precision, human origin.
The voice holds two registers at once: yarn counts and CO₂ figures on one side, women farmers and Himalayan soil on the other. Both are true. Neither gets softened to make the other land.
Identity & visuals
How it looks.
The wordmark uses a stencilled monospaced cut, a nod to industrial labelling, technical drawings, and the laboratory equipment the brand is named after. Green is used as a flag, not a wash; it appears against deep, almost-black grounds so the brand reads closer to scientific infrastructure than wellness packaging. Photography stays earthbound, fields, hands, fibre, so the technology never floats away from the land it comes from.
Outcome
One brand, three fibres,
one front door.
5+
Years of R&D, given a single brand front
3
Material families unified under one system
1
Platform, from enquiry to commercial supply
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