Co-founded by former Arsenal footballer Mathieu Flamini in 2013, GFBiochemicals is creating safe, sustainable and high-performing natural alternatives to the fossil-based ingredients used in everyday products, from paints to shampoos. Launching its breakthrough technology, Re:Chemistry, the brand has unveiled a new look and positioning to show how it is turning things on their head.

The new visual identity and brand name has been created with the help of branding and design agency Not Wieden+Kennedy. To encapsulate how Re:Chemistry offers a new way of thinking about everyday products, the design quite literally flips things upside down to bring to life the idea that there are alternative, more sustainable ways of doing things.

Central to the new visual identity and branding is the ‘flip’. Within the visual branding elements, this manifests in flipping the logo on its head in upside-down type and in copy that makes use of powerful words with opposite meanings such as ‘hopeless and hopeful’. While flipped imagery of everyday products and natural scenes featured prominently on the website and in other comms. 

The bold new identity makes use of a vibrant pink to catch the attention of audiences and further emphasise any opposites. Where the industry often uses colours such as blue and green associated with nature, the striking pink helps the brand to stand out in the category.

“It is a visual concept that demands your attention, and communicates the powerful change Re:Chemistry can have on products and, in turn, the world,” says Mathieu Flamini, Co-Founder and CEO, GFBiochemicals. 

He continues: “At GFBiochemicals, we have always believed that chemistry can change our lives for the better, and we're proud to be able to present Re:Chemistry, a vibrant brand that reflects this radical optimism.”

Not Wieden+Kennedy worked alongside GFBiochemicals on their brand visuals to assert ownership as an established leader in the rapidly growing industry of renewable chemistry.

“We challenged ourselves to tell that story of change in the most simple and compelling way possible, whilst purposefully steering clear of the tropes of the category. Perhaps most importantly, we wanted to create an identity that gave people hope for the impact the right kind of chemistry can have on our future,” added Adam Rix, Head of Not Wieden+Kennedy.

Underlining the power of doing things differently, the bold new visual identity shows there is no one-size-fits-all approach to sustainable communications.