Brand name, VI and website for global performance adhesives
To gain better access to the Chinese market, a global adhesive specialist wanted to create a local brand and independent entity.
After a market research and interviews with key stake holders, a brand strategy was formulated, and the brand name creation could begin.
As a first for us, we not only covered the creative side of a bi-lingual naming process but also included the services of an IP specialist to ensure the candidates we presented to management were audited and at least had a chance to pass the lengthy registration process.
While the selected candidates went through the registration, we started the Visual Identity process with the preferred candidate. After 3-4 months the leading candidate was denied but luckily a very close candidate passed all relevant classes and we could continue the design process with minimal adjustments to the selected concept.
In the VI development, several design candidates were refined and tested in realistic small-scale applications such as labeling of tiny adhesive containers.
After delivering the brand book with all design templates we tackled the brand website, design support for factory signage and marketing material was also included.
We are very happy with the results of this comprehensive branding project and it quickly became one of our reference case studies for B2B brand development in China.