Chemence inc. Is one of the 5 largest players worldwide in the cyanoacrylate (adhesive) & polymer industry. The marketing director and sales vp wanted to grow brand awareness through their adhesive trademark: Krylex. Since the brand was not branded by a design & marketing team in the past - it just grew “organically”-, we needed to start from scratch on the research and application of the new branding in order to turn the brand into the face of adhesives that the company wanted. It was determined that we would reposition and redesign the brand for two sets of customers: the DIY prosumer and the industrial market. With that in mind we set about with researching the look and direction of design that would appeal to both categories of clients.
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Chemence has been the brand behind the brand for many years. Recently we made a strategic decision to stop private labeling and promote our own marketing in the industrial & consumer markets. This maneuver will allow us greater control of our future and afford us the opportunity to bring new and innovative products to our target customer.
We are targeting both the professional and the prosumer. This is emphasized by the black and yellow colors commonly associated with professional users. The design for all our products should be minimalistic, with only the necessary call outs featured on the packaging. Contrary to conventional wisdom, we do not believe that an elongated list of substrates helps the prosumer in choosing a product. This approach in our design will help us rise above our competition and position us as a premium brand in our category.
As an innovator in cyanoacrylate (adhesives) and its application with an industrial grade product that is ahead of the competition, backed by a personality (brand packaging & messaging) that is high-end, professional, and minimal, krylex has the unique ability to combine functional and emotional value that will be more professional and credible than gorilla while being more appealing emotionaly than loctite.
