FROM INGREDIENTS TO INSIGHTS: RE-IMAGINING THE BRAND FOR A LEADING DISTRIBUTOR
After more than 90 years of building a reputation as a highly reliable global distributor of chemicals and ingredients, the company known as Univar saw its business changing. Customers and suppliers were asking for more than the right materials delivered to all the right places. They also sought insights and services, too. Value-adds like formulation assistance to create winning products, market intelligence to stay ahead of trends, and digital tools that could streamline their procurement processes.
To meet these needs, Univar steadily expanded its consultative services and began to re-imagine its approach and offerings, including acquiring top competitor Nexeo Solutions to provide an even stronger range of capabilities and specialized services. To reflect this important transformation at the company, and provide a foundation for their growth moving forward, it was time to redefine, re-imagine and relaunch the Univar brand.
As a new and different kind of distributor formed from two industry leaders, Univar was considering the idea of selecting an all-new brand name to signal this significant change. But understanding the brand equity and customer loyalty that each brand possessed, as well as the significance of this watershed moment not only in the history of both companies, but also in an industry that was traditionally low on “true” innovation and collaboration, we recommended the approach of changing the “Univar” brand name to “Univar Solutions”. This way, the company could retain its substantial global brand equity, while also putting emphasis on its new consultative, solutions-oriented approach. Further, we would use the new brand name as the literal embodiment of this new kind of distributor that goes beyond just selling commodity chemicals/ingredients and focuses on consultative, collaborative, solutions to help their customers grow.
Our positioning and messaging work redefines the company as a collaborative solutions partner—an ally that goes beyond distribution by delivering extra services and specialized, market-savvy support to help its suppliers and customers innovate in their offerings to grow their businesses.
This idea is reflected in the new logo, which includes a graphic device called the Collaboration Insignia. Borrowing and evolving elements from the previous Univar logomark, its two symmetrical, interlocking shapes represent the teamwork, collaboration and partnership that drives the Univar Solutions brand—bringing to mind the harmony of a simple handshake, the interplay of collaboration, and duality of execution and expertise.
These and other brand elements are included in a new brand identity system, which provides a cohesive design framework for all communications, from business cards to literature to the website.
Through this new identity and a variety of internal and external launch materials, Univar Solutions is reimagining distribution to help customers and suppliers innovate, collaborate and grow.