Joining two brands together with a fresh coat of paint
Occasionally, a refresh is necessary, especially when a new family member joins the fold. It doesn't entail a complete overhaul of the strategy; it's more about ensuring the family looks picture-perfect when capturing the essence of both brands!
How it happened..
The Background
In 2019, ABITEC completed the acquisition of Larodan, a small Swedish lipids company. Despite both companies being involved in lipid production, their target audiences differed significantly due to the distinct uses and applications of their products. While the two entities retained their individual names, it was essential to solidify the partnership between the two brands.
The Task
We aimed to position the companies as partners in the marketplace without compromising each one's brand identity or causing confusion for their customers. This required a visual representation that communicated their collaboration without altering the distinctiveness of each brand. Consider it a refresh—a fresh perspective that highlights the collaboration of these two companies under the same umbrella.
The Result
Starting with a shared color palette provided a solid foundation from a design standpoint, given the similarities between the two companies. By maintaining the original shapes of each brand, we successfully modernized the design and broadened the color palettes, achieving a more diverse and unified look across various marketing assets. Success!
