Mitsubishi Chemical Europe

Brand Experience

Building a visual language for ownable and more sustainable B2B solutions

The Challenge

Mitsubishi Chemical Europe operates across Performance Products, Chemicals, Industrial Gases, and Health Care, but faced visual uniformity common to chemical companies. They needed a distinctive visual language that could reflect their Kaiteki philosophy—sustainable well-being of people, society, and planet Earth—while creating communications recognizable as Mitsubishi Chemical Group even without showing the logo.

Our Approach

The Idea

We created "The Graphic Tree" as the key brand element, representing gradual but purposeful evolution toward sustainability. Like a tree growing branch by branch, the visual depicted transformation and commitment to better sustainable solutions through chemistry.

Execution

The tree graphic became a visual system expressing change and growth. The identity launched at K-Show Messe in Frankfurt, implemented across pavilion façade, brochures, lanyards, signage, video wall, multiscreen touchscreen application, and website.

Impact

Results

The first implementation at K-Show Messe demonstrated the system's versatility across multiple touchpoints—from physical pavilion elements to digital applications.

Market Recognition

The Graphic Tree provided distinctive visual differentiation in a category dominated by visual uniformity, creating ownable communication that reflected Mitsubishi's Kaiteki philosophy of sustainable transformation through chemistry.