Azelis: Lemento rebrands a house of brands into a branded house
After 10 years of fusions and takeovers, Azelis resolutely decided to implement a new corporate strategy. A new matrix structure and central headquarters will turn Azelis into a strong pan-European player. It was the ideal time to optimise the brand and translate the company strategy into a brand strategy - and Lemento was requested to help. In a first phase we created a new brand architecture and determined, together with all business units, the desired brand personality. Next we translated the brand strategy into visual and verbal building blocks of the brand. With the new tagline "Refreshing chemical distribution" we helped Azelis evolve from a house of brands to a branded house; from a company with more than 30 brands to a company with one single brand, Azelis. Inside the brand architecture, we gave each business unit its own verbal descriptor and own color code. Next we developed and implemented the new brand across a wide range of communication tools.
Azelis is now refreshed and ready for another 10 years of success - at least.