CIECH
Capabilities
Strategy
Brand identity
Packaging design
Rebranding the leading chemical company CIECH to Qemetica.
CIECH is a leading European chemical company with a revenue of EUR 1.4 billion and a presence in 80 countries. They’re ever-present in modern life, from glass, tyres, furniture, detergents and pharmaceuticals, to food production and plant protection.
But CIECH had an outdated visual identity and a name that was impossible to pronounce for non-Polish speakers, which limited their international expansion. They came to us for a complete rebrand, from name to brand strategy and identity.
REIMAGINING THE CHEMICAL INDUSTRY
The new brand vision revolves around the company’s aim of clean chemical production: “Re-imagine the chemical industry. Create it our own way, making it clean and people-friendly while pursuing efficiency.”
It also informed the new, universally readable name we created – Qemetica.
The first syllable directly relates to the company’s core activity in chemicals. It’s spelled with a ‘Q’ to indicate quality. ‘-etica’ is from the Greek ‘ethikos’, bringing ethics into the brand identity. And ‘-ica’ makes Qemetica sound like ‘mathematica’ or ‘physica’, which suggests a whole new discipline of responsible chemical production.
A CLEAR MISSION
“We make chem better, as the world’s future depends on it,” says Qemetica. But to truly get people excited about the company and their industry, we came up with a new, simple slogan: “We chem do better”.
BACK TO BASICS
We based the visual identity for Qemetica on the structure of chemical elements, while evoking the company’s aim for clean chemical production with simple shapes. Each business division now has its own visual system: Soda, Salt, Agro, Foams, Silicates, Packaging and Cargo.
BRANDING THAT SHAPES THE FUTURE
Qemetica wants to transform the chemical business for good. Now, with a name that evokes positive emotions, a bold slogan and modern visuals, they can reach a wider audience with their message. It's great to be involved in this kind of change.
