To refresh the identity and develop a new website to communicate the full offering of this innovative ingredients solutions provider.
Idea
Maintain the equity and heritage of the brand but giving it a contemporary twist.
Result
Re-thinking both the corporate and product brands for Treatt saw an overnight rise in share price on launch and brought the new artwork to the attention of the marketing magazine, Campaign.
The Treatt brand was developed in the 1970s, but 40 years on it no longer represented the status of the company or its global ambitions. We were set a very clear marketing challenge – to develop a brand strategy that positioned Treatt as a brand of the future, creating a new identity and giving its communications a modern feel that would resonate across multiple target markets.
We started this project with an immersion phase to develop an understanding of the scope of the fragrance and flavour market and Treatt’s competitive set. It was important for us to consider the impact of ongoing development in the chemical aromas arena. We conducted desk research, management interviews and an analytical review of the current website to develop personas based on priority target audiences.
Brand articulation
We facilitated a brand articulation workshop with the Treatt UK and US team in order to articulate the business offering. It became apparent during the workshop sessions that none of the expertise, passion and enthusiasm that permeates the Treatt culture featured in the brand communications. We knew it was vital to bring the people and culture behind the brand to life in a fresh and inspiring way. This generated invaluable insight to shape the essence of the Treatt brand and how it could combine a science-led approach with genuine artistic flair.
Once we had clarified Treatt’s brand essence and strategic positioning, we moved on to the creative phase and crafted a solution taking inspiration from the brand’s unique heritage. We took Treatt’s existing marque and refreshed it to make it more relevant in today’s marketplace, without diluting the existing brand equity.
Branding a product category
KISS developed a full product hierarchy with a bespoke range of icons based on the Treatt droplet. To support the icons, we created a range of unique images with descriptors that represent the key product categories that make up Treatt’s business offering. This new brand language was implemented across an array of brand touchpoints from printed collateral and stationery, sales tools, clothing, product packaging, video assets and signage, through to the new multilingual website.
