Helping WILI WILI TREE Navigate Labeling Compliance & Win Customer Trust

The Client Overview

WILI WILI TREE is a Swiss-based company specializing in sustainable travel gear, including waterproof backpacks, dry bags, and duffel bags made from 100% recycled PET fabrics. Their commitment to sustainability is evident in their product design, which combines functionality with eco-conscious materials. The company caters to outdoor, adventurous and environmentally aware consumers across international markets

The Initial Request

WILI WILI TREE approached MS Partners with the objective of assessing and improving the legal compliance of their product labels and marketing claims. They sought to ensure that their labeling met the regulatory requirements of the EU, Spain, France, and the USA, while accurately reflecting their sustainability commitments.

The Challenges

Navigating the complex landscape of international labeling regulations posed several challenges:

• Regulatory Variations: Each target market has distinct regulations concerning product labeling and environmental claims, necessitating a tailored approach for each jurisdiction.
• Sustainability Claims: Ensuring that claims related to recycled materials and environmental benefits were substantiated and compliant with advertising standards.
• Language and Terminology: Translating labels accurately while maintaining compliance with local terminology and legal requirements.

Our Approach

MS Partners conducted a comprehensive review of WILI WILI TREE's existing product labels and marketing materials. Our strategy included:

• Regulatory Analysis: Evaluating the specific labeling requirements and advertising standards of each target market.
• Label Assessment: Identifying discrepancies and areas of non-compliance in existing labels and claims.
• Recommendations: Providing actionable guidance on modifying labels, packaging and marketing content to meet legal standards.
• Implementation Support: Assisting in the development of compliant labels, packaging and reviewing revised marketing materials.

Measuring Impact

The success of the project was measured through:

• Compliance Achievement: WILI WILI TREE's labels, packaging and marketing claims were updated to meet the regulatory requirements of all target markets.
• Enhanced Credibility: The company's commitment to compliance bolstered its reputation among consumers and stakeholders.
• Market Expansion: With compliant labeling, WILI WILI TREE was well-positioned to expand its presence in international markets.

Conclusion

Through our collaboration, WILI WILI TREE successfully navigated the complexities of international labeling regulations, ensuring that their product labels, packaging and sustainability claims were accurate, compliant, and resonated with their environmentally conscious customer base

Our goal was to internationalize our local brand, WILI WILI TREE, and prepare it for new markets. With Gustavo we have landed a lucky punch. He was able to tell us exactly which markets, which regulations apply, and what we needed to do to become compliant and marketable in those countries. 

- Lukas Liechti (Founder)