Polchem’s existing brand image was weak owing to low-end positioning and imagery, inconsistent communication and commodity-like packaging without any differentiation. This gave the brand a perception of a local player and a non-innovative company.
Lokusdesign put forth category rules for graphics and structures for the different categories within Polchem’s product range. The critical change needed was to build a strong Polchem corporate and brand identity that would reduce perceived risk, communicate in a more organized way with the user and help sell better. The identity that evolved from this need was one that promised innovative solutions through research with an inventive, expert and sensitive personality.