Hempel New Brand Postioning

Building on the Past to Create ‘Trusted Solutions’ for the Future

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Billion-euro global coating solutions provider, Hempel A/S, was at a crossroads as they approached their centenary. With 100 years of heritage, they had become a renowned and respected leader in the sector, but emerging, lower-cost competitors from China and the US were pushing hard to carve out their own share of a growing market. Hempel needed to tell a story that built on their rich history, but one that also positioned the business as a progressive, modern and innovative partner, that could lead customers through constant economic and environmental challenges. For a long time, the business had been synonymous with marine paints and coatings, but it had grown into a much more diverse provider, offering ever more sustainable and efficient solutions in protective, industrial and decorative markets.


In an industry not known for its giant leaps, it was key to make innovation and efficiency gains feel safe for customers. Through a series of in-depth management and customer interviews, we were able to develop a new brand positioning platform for the business: ‘Trusted solutions’. With an established and enviable product portfolio and reputation for leading the industry through technical excellence, this platform was the perfect mix of authenticity and ambition. Inspired by the Helix, a defining symbol of scientific leadership and progression, we developed a new visual identity that has been rolled out across more than 35 countries. Our work also included a multi-channel launch campaign, internal training and brand refresh; a range of guidelines and presentations, intranet development and drum packaging.


The new “Trusted Solutions” positioning gave Hempel both a short-term and long-term platform, that would resonate with their existing customer base as well as appealing to new prospective customers who are looking for a trusted, yet progressive partner.

Since its launch the new brand has been successfully rolled out across the globe, covering 9000 employees from across 35 countries.

Dragon Rouge

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