When foam-industry leader Innocor® acquired an entirely new product line, it was faced with a number of serious challenges: to integrate dozens of new products into its existing range. To give each product a new identity that would differentiate it from other offerings, as well as suggesting its core attributes and benefits. To maintain absolute clarity among what could have become a chaos of names, logos and descriptors.
We took on those challenges. We developed naming conventions and product logos that accomplished two seemingly inconsistent goals: establishing a family of products, while respecting the individuality of each product within that family. We built an information hierarchy and rationalized messaging. In essence, we undertook two dozen simultaneous (and interdependent) branding exercises. The result is a product portfolio that makes sense, supported by striking visuals and clear communication.