THE CHALLENGE
After more than 90 years of building a reputation as a highly reliable global distributor of chemicals and ingredients, the company known as Univar saw its business changing. To meet these needs, Univar expanded its consultative services and began to reimagine its approach and offerings, including acquiring top competitor Nexeo Solutions to provide an even stronger range of capabilities and specialized services. To reflect this important transformation at the company, it was time to redefine, reimagine and relaunch the Univar brand.
THE INSIGHT
As a new and different kind of distributor formed from two industry leaders, Univar was considering the idea of selecting an all-new brand name. After researching the situation, we recommended the approach of changing the "Univar" brand name to "Univar Solutions." This way, the company could retain its substantial global brand equity, while also putting emphasis on its new consultative, solutions-oriented approach. In addition, by adding "Solutions," they could reference the acquired Nexeo Solutions, helping reinforce the idea that this was the joining of two leading distributors into one new powerhouse brand.
“Instantly, two teams became one team on a journey together.”
THE RESULTS
Through the new identity and a variety of launch materials, including a corporate overview video, a customizable corporate overview presentation, print ads and templates for sales materials, internal launch and training materials, and new brand identity guidelines, Univar Solutions is reimagining distribution to help customers and suppliers innovate and grow. And while it’s still early in the launch, the new Univar Solutions brand has already made a highly effective impression with all stakeholders.