Refreshing chemical distribution

Azelis is one of the leading specialty chemicals distributors in the world. From their headquarters in Antwerp, they provide a diverse range of products and innovative services. In their departments in Europe, India and Asia, Azelis employs over 3000 people in 57 countries. Since 2021, after a very successful IPO, Azelis Group is stock listed on the Euronext stock exchange in Brussels under the ticker AZE

  • Client:Azelis
  • Industry:Chemical distribution
  • Services delivered by Lemento:Corporate branding
In recent years Azelis has grown organically as well as due to acquisitions. This led to an elaborate company with a diverse personality. Within the concern, companies such as S Black, Kreamer & Martin, and Broste kept their own identity. Unification was necessary. Not only a clear strategy, but also a uniform name and identity for the 37 companies were crucial for reinforcing the brand Azelis.

First we established a task force to develop the corporate identity. Lemento interviewed the most important stakeholders and organized an internal workshop.

After this thorough analysis we recommended that internally as well as externally there had to be one name and one style in accordance with the new company strategy.

The former logo was finetuned and separate matching logos were created for the different International Business Areas. After we organized the brand architecture, we defined the visual and verbal building blocks for the brand. A new baseline was created: ‘Refreshing chemical distribution’.

Is your company ready for a corporate rebranding?
Then Lemento is the right partner for you!

We have a lot of knowledge and experience, and that is not surprising. Since the start of Lemento we have focused on corporate branding. Strategy and creation go hand in hand. Moreover, “business awareness” is one of the reasons why clients often choose us. Companies in chemistry, pharma, ICT or other complex sectors very quickly feel at home with Lemento. This has to do with our analytical insight and commitment. Because we are convinced that without detailed knowledge, you can never develop a strong brand. Oh yes, the friendly atmosphere in which we realize our projects also plays a role.

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