Thai Acrylic Fibre (TAF) has unveiled a new brand identity for its Radianza fibre. Radianza is a ready-to-use dyed fibre made using gel dyeing technology, which uses limited water, energy, chemicals for the dyeing process, with highly efficient consumption of dyestuff, due to which very less amount of unused dye gets discharged into the effluent.
The new brand logo for Radianza is made up with blue and green colours, blue signifying the water conservation and green signifying the preservation of nature that are the two key attributes that Radianza as a product stand for. The red halos of previous logo are also replaced by blue and green. The additions are two leaves, again in blue and green and a water droplet, thereby completing the key messaging, TAF said in a press release.
Radianza fibre is available in a range of colours and Radianza brand had been associated with being colourful and vibrant. TAF has been promoting the product as a dyed fibre available in many shades and able to develop new colours as per customer’s requirements. However, the benefits of Radianza fibre to the environment got evident once TAF conducted an independent third party ‘Life Cycle Assessment (LCA)’ study of Radianza fibre starting from polymerization to garment disposal. The results were significantly better than other fibres and when compared to conventional dyeing the usage of Radianza fibre showed 20 times less global warming potential, seven times less blue water consumption, and similar results in the eight other parameters related to environment impact.
“The fashion industry and our customers are regularly asking for sustainable solutions. Radianza has been accepted as a preferred substitute for yarn dyeing by many of our customers. There is also a lot of interest by brands and retailers on knowing more about Radianza and understanding how it could contribute positively in their efforts to make their supply chain and products more sustainable. The new brand logo for Radianza is an important step to associate the brand much more strongly with water saving, reduced pollution and overall lesser impact to our environment,” Satyaki Ghosh, CEO acrylic fibre and domestic textiles, Aditya Birla Group said. (GK