PURPOSEBUILT BRANDS
PURPOSEBUILT BRANDS
IDENTITY
THE SITUATION
With its new name “PurposeBuilt Brands,” the leading household and commercial cleaning products manufacturer Weiman Products, LLC was evolving its business to be in line with its new – more sustainable – mission of Keeping Valuable Surfaces Clean and Keeping People Safe.
THE SOLUTION
We developed a new identity system for the new name – one that is in line with the friendlier and greener mission and clearly signals the shift to its broad range of stakeholders: employees, prospects, customers, suppliers, investors, acquisitions and community.
THE EXECUTION
The new earth-friendlier identity balances the brand’s contemporary and forward-looking mission (PURPOSE) with its professional, hardworking expertise (BUILT). The symbol includes layers to signify the multiple surfaces their portfolio of products works on and functions as a flexible design element to be used across communications. The palette uses colors from nature that reflect the brand’s distinctive personality.
THE RESULTS
The relaunched brand generated extensive positive press and rapidly expanded portfolio reach into retail brick and mortar.
IMAGES © TRINITY BRAND GROUP