UK specialty chemicals distributor Azelis has announced plans to reposition its brand.
The repositioning involves the launch of a new tagline, "creating value, growing together", and brand identity promise, according to the company. Gillian Berry, Head of Corporate Communications, said: “A comprehensive analysis showed that we needed to bring emotion into our brand identity to be recognised as a dynamic value added service company in the market and by our business partners.”
Azelis CEO Hans Joachim Müller added: "Azelis has rapidly progressed over the past three years and we needed to fundamentally reflect our strategic activities for growth in our branding. We have developed from a traditional supplier of speciality chemicals into a global technology company who places customers and principals at the heart of our activities. Having expanded from a mainly pan-European base, we now have a footprint in North America, Asia Pacific and North Africa. This new brand positioning demonstrates our strong commitment to speciality chemicals and technical service and our continued objective to grow this segment whilst adding value to our partners."
