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CCC - Canada Colors and Chemicals 2013 REBRAND 100 > distinction

Enterprise Rebrand
Country Base: Canada
Industry/Sector/Keywords: Industrial, Manufacturing, Chemicals, Plastics Technology Innovation, Supply Chain Solutions
Below: Before and After Images in Slide Show, Summary, Credits

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CCC - Canada Colors and Chemicals -


Industry Setting
For over 90 years, Canada Colors and Chemicals (CCC) has successfully manufactured and distributed chemicals, ingredients, and plastics to Canadian organizations ranging from manufacturers to municipalities.

How do you breathe new life into a strong but tired supply chain solutions company in an increasingly competitive and commoditized category? CCC’s offering, look and feel, and messaging were unclear, inconsistent, and outdated.

The rebrand began with the insight that CCC’s value-add was not just products shipped, but intelligence applied. Research showed customers and suppliers relied on CCC’s extensive market knowledge and deep technical expertise to make business easier, solve problems and identify opportunities. The new brand positioning promises “Intelligent Delivery” across the customer experience and moves CCC from an undifferentiated supplier to a forward-thinking partner.

The positioning fueled a full brand transformation: a striking new visual identity and a more human and effective messaging and communications strategy. The new brandmark was designed to express a unified source, energetically and intelligently delivering a variety of solutions. The mark acts as a unifying graphic across digital and print communications ranging from website to trucks. A fresh color palette stands out and implies a dynamic new approach. Photography captures the human experience.

The brand story is compelling, differentiated, and clearly expressed to internal and external audiences. Ads, posters, signs, trucks, stationery, trade show banners, online video and a new website help CCC stand out, emphasize benefits, humanize the brand, and strip away technical jargon.

CCC’s rebrand has been embraced by employees, customers and suppliers. Online training and tools have ensured that every CCC employee, from drivers to chemists to IT, understands the important role they play in delivering intelligently every day. The result – a dynamic 90 year old brand that is ready for the next 90 years.


Client: CCC - Canada Colors and Chemicals

Brand Strategists/Designers: Interbrand -
Visual Identity:
Brad Green
Kurt Munger
Chris Armstrong
Mark Guthridge
Lorraine Glanfield

Verbal Identity: Mark Dwyer
Brand Strategy: Debbie Bolton

Program Management:
Sam Chan
Christine Guibord

Patricia Hennessy
Lorraine Glanfield
Chris Armstrong

Verbal Production: Blake Van de Graaf
Website Production: John Ryan


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