Chemical company rebrand
Identity, branding, and packaging project for a UK based HVAC cleaning product company.
Creative direction of new identity, branding, & packaging as well as development of visual communication strategies across print & digital media.
A key driver for the Advanced product range comes from its expertise in chemistry. Some truly innovative chemical designs had been achieved by the team to tackle all manner of HVAC cleaning problems.
Advanced (formerly Advanced Engineering) is a UK centric HVAC chemical cleaning brand that has enjoyed a virtual monopoly in its local market. Research with global partners heavily suggested the brand lacked a cohesive identity, also, unclear packaging meant many customers were unsure which product should be used for which HVAC application.
Working with the existing team at Advanced, I was tasked with two challenges; firstly, to create a fresh, cohesive new identity with complementary brand look and feel, suitable for a global market. Secondly, to make the entire range understandable in a retail setting.
Updating the product packaging presented the largest challenge, with over 1400 labels in over 20 languages there was an urgent need to reduce the SKU count. The solution was to incorporate 4 languages onto every label. This feat was achieved thanks to the use of peel and reveal label types – used on the back labels.
The product range is colour coded by application. It is now easier for the customer to understand the family of products within each application category.