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Dragon Rouge

Core disciplines: Brand Activation, Brand strategy, Branding / design, Innovation/NPD/Service Design

Hempel

Brand Experience

  • Design
  • Innovation
  • Strategy
  • Insight
  • Foresight

Billion-euro global coating solutions provider, Hempel A/S were at a crossroads as they approached their centenary. With 100 years of heritage they had become a renowned and respected leader in the industry but emerging and lower cost competitors were pushing hard to carve out their own share of a growing industry.

A new positioning:
Trusted Solutions

Leveraging 100 years of heritage

Hempel told a story that built on their rich history but positioned the business as a progressive, modern and innovative partner, that could lead customers through constant economic and environmental challenges. For so long, the business had been synonymous with Marine paints and coatings but it had grown into a much more diverse provider, offering innovative solutions in both Protective and Decorative markets.

A new identity rolled out in more than 35 countries

A multichannel launch campaign; internal training and brand review; a range of guidelines and presentations; web design support and packaging design.

Through a series of in depth executive and management interviews, we developed a new positioning for the business - 'Trusted solutions'. In an industry not known for its giant leaps, it was key to make innovation and efficiency gains feel safe, dependable and assured. With a portfolio and reputation for leading the industry, this platform was the perfect mix of authenticity and ambition.

Inspired by the Helix, a defining symbol of scientific leadership and progression, we developed a new identity that has been rolled out across the globe in more than 35 countries. Our work also included a multichannel launch campaign; internal training and brand review; a range of guidelines and presentations; web design support and packaging design. As we enter the second year of our relationship, we continue to work with Hempel on new projects.

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