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Brand refresh with a contemporary twist

Full brand refresh activated across a broad range of touchpoints including a new multilingual website.

The client

Treatt is a leading global independent supplier of innovative ingredient solutions for the flavour, fragrance and consumer goods industries. Treatt has a reputation for possessing in-depth knowledge of the component ingredients utilised in these industries and is recognised as a trusted resource by its customers worldwide.

The challenge

To refresh the Treatt brand to reflect the ambitions of the organisation

To position the brand as a global business, strategically partnering with clients

To build a new website that brings to life and communicates the full Treatt offering

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 thrive on challenges at KISS – 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 dynamics at play affecting the marketplace in light of the ongoing development in the chemical aromas arena. As part of this initial strategic process, we conducted desk research, management interviews and an analytical review of the current website. This allowed us 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.

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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. We developed a strapline that encapsulated the proposition ‘making the ordinary, extraordinary’, communicated through typography bringing together serif and sans serif typefaces to provide a visual representation of the bridge between art and science that Treatt has come to represent.

Bringing the brand to life

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.

Since launching at the annual sales conference, the new Treatt branding has been well received both externally by customers and internally by employees across the business.

As a result of our work, we’re proud to say that Treatt was shortlisted for Campaign’s Marketing New Thinking Awards 2017 in the Brand Evolution category.

KISS has given Treatt a fresh, modern and exciting new look to reinforce the fact that we’re a company that means business.

Daemmon Reeve

CEO

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