ROICA™, the premium stretch fiber developed by Asahi Kasei, today announced the launch of its new global brand identity, including a new key visual and a fully redesigned website. This milestone initiative marks the beginning of a new phase in ROICA™’s evolution as a global brand. “This brand update marks an important step as ROICA™ enters its next phase of evolution,” said Takaaki Kondo, Senior Executive Manager of the ROICA™ Division at Asahi Kasei. Building on over 50 years of expertise, we are strengthening our technologies while enhancing collaboration across the supply chain. Through our new visual identity and digital platform, we aim to clearly communicate ROICA™’s core values: premium quality, continuous innovation, and solutions designed to reduce environmental impact.”
A New Brand Expression for the Next Phase
The new brand identity is designed to reflect ROICA™’s next stage as a global brand under the message “STRETCH YOUR FUTURE.” At its core, the visual concept focuses on the human body, capturing the dynamism of movement and stretch to express the functionality of ROICA™. Layered graphical elements inspired by extending threads highlight the presence of the premium stretch fiber, while bold composition and the brand’s signature blue create a refined and distinctive visual language. As part of this update, ROICA™ has launched a fully redesigned website to deliver a more intuitive and engaging user experience.
The platform integrates design and content under a consistent direction, helping stakeholders gain a deeper understanding of the brand’s philosophy, technologies, and initiatives. It is designed to present a clearer view of ROICA™’s approach to quality, functionality, and innovation with environmental considerations.
Responding to Market Transformation and Strengthening Value
The stretch materials market is undergoing significant change, driven by increasing expectations for responsible production and value creation across the supply chain. In this ever-changing environment, ROICA™ continues to strengthen its product quality, functionality, and service, while advancing developments that contribute to solutions with lower environmental impact. Leveraging its proprietary technologies and global network, the brand aims to advance co-creation by working closely with partners to address emerging needs. Guided by its core philosophy and four perspectives—WITH COMFORT, WITH AWARENESS, WITH UTILITY, and WITH ENDURANCE—ROICA™ is aligning its development, partnerships, and communication under a unified global direction.
Driving Growth through “One ROICA™”
This brand update represents the first step in ROICA™’s next phase of growth. Looking ahead, ROICA™ will continue to explore new approaches beyond conventional thinking, advancing materials and solutions to help meet changing market demands. Under the banner of “One ROICA™,” the brand brings together its accumulated expertise and collaborative spirit to expand the possibilities of premium stretch fiber in partnership with organizations worldwide.
