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Building a visual language for ownable and more sustainable B2B solutions.
Mitsubishi Chemical Europe offers highly developed chemical-based products and specialty materials in four business fields: Performance Products, Chemicals, Industrial Gases, and Health Care.
Chemical companies like MCE are aware of the fact that something needs to change in the way the chemical industry has neglected their environmental responsibilities. After being part of the problem for many years, they are now aware that they need to come up and be part of the solution.
That’s why Mitsubishi has developed the Kaiteki philosophy in 2007. In short, Kaiteki refers to the sustainable well-being of people, society and our planet Earth in addition to serving as a guide for solving environmental and social issues and adjusting production processes to meet sustainability goals.
To create clear and ownable communication
Refelecting values of the Kaiteki philosophy
In the category of chemical companies there is hardly any difference in identity. Initially that applied to Mitsubishi Chemical Group as well. This visual uniformity in the field offers an excellent opportunity to develop a distinctive visual language; a tool to create communication that is always recognizable as Mitsubishi Chemical Group. Even if we don't show the logo.
The challenge is to create a visual language that reflects the Kaiteki philosophy. Every piece of communication, every visual element created, should be in line with the core values of Mitsubishi, according to Kaiteki: creating sustainable growth through careful innovation.
Our solution:
The tree.
Change is never easy, but it is crystal clear that we need to transform. We will strongly focus on specialty materials for an optimized recycling-oriented society to secure the sustainable well-being of people, society and planet earth. This is not something that will happen overnight. It is a delicate process of growing into something new. An evolution of becoming better. Like how a tree grows, branch by branch, twig by twig, leaf by leaf.
We are committed, with our resources, to create better sustainable solutions using the power of chemistry. We are ready to lead this transformation journey using the power of chemistry.
The Graphic Tree is our key brand graphic element. It is a visual depiction of change, connoting a gradual, but purposeful evolution. How a tree grows branch by branch, twig by twig, leaf by leaf. The graphic tree shows our commitment to creating better sustainable solutions using the power of chemistry.
Implementation:
The first implementation of the identity system was at the K-Show Messe in Frankfurt, consisting of the façade of the pavilion and a range of brochures, lanyards, signages, a video wall, a multiscreen- touchscreen application and a website.
