Designing a new brand from scratch

The transformation of a brand strategy into a name, logo and packaging design

Frederik Wollants - hans.kan(at)

April 14, 2016

On 1 April 2016, Axalta Coating Systems, a world player in coating systems, launched a new refinish brand across Europe. One year prior to this we were asked to shape this new brandís identity and develop an entire brand experience. We were given the wonderful opportunity to start from scratch, just the way we like it. 


What did we know? It would be a medium range brand, so not low budget nor premium but accessible and user-friendly. An innovative packaging concept would form part of this new identity. It was time to start exploring the creative options. First of all we developed an adult, strategic brand identity and positioning. Then a name and visual identity were created. Eventually resulting in a consistent brand experience. 


After a series of namestorms, a hunt for available domain names and brand names in the trademark register, we decided on the name Syrox. This new refinish brand deserved a strong name, and it certainly got one! Derived from the brightest star in the galaxy, Sirius, and deformed to give it its own character, the name fitted the personality perfectly. Creation usually starts with strategy. Thatís why we designed a strategic brand pyramid to work from. A solid foundation in the form of a brand vision and mission, clear brand values and a sharp brand promise. This groundwork developed into a distinct brand personality and brand essence, the glue that cements the product and its personality. With the help of certain design methods and a touch of intuition a strategic identity was designed, together with the EMEA marketing team at Axalta. The brand essence of Syrox is simplicity. Its personality is somewhat less low-key. Think Syrox, think strong and robust. Syrox refinishers know exactly what they want and how to achieve their goals. They are confident, and rarely intimidated. These refinishers like to work accurately and at speed, and have a no-nonsense attitude. And this is exactly how the new brand was designed to approach things.


After building this foundation our designers could get to work straightaway. The name was turned into a powerful logo and robust visual identity. The chosen typefaces reveal a sturdy and modern brand. A gradient and a no-nonsense color scheme support the story. The brand essence was translated into a simple but strong visual identity. An identity that is immediately recognizable because of its clear personality. The logo symbolizes the skill in refinishing and spray painting a car.

From there on we could start developing design guidelines for color, logo and gradient use, typography and also photography. The product and packaging play an important role in communication. Thatís why itís important that there are rules that state how to portray them online and offline: always from a strong perspective, often using a slight frog perspective to add status to the brand and the products. The innovative packaging deserves to be in the spotlight. Axalta designed the packaging in such a way that not a single drop of paint is lost. No compromises are made on convenience. Hence the Syrox baseline: no compromise.

The next step was a brand rollout, resulting in a carefully designed brand experience. A whole range of offline and online marketing materials were designed. Key to the campaign: the launch ad and image video. Powerful copy and the product in the center, thatís the campaignís formula for success. Time to turn things around: a sleek reference to the innovative packaging and the moment a new product is launched. The image video takes you through the strengths of the new brand.  



The outline of this video is the foundation for the design of other touchpoints, like the launch flyer and accompanying envelope. A consistent message is guaranteed across all marketing materials, as well as the cohesion of the designs. All guidelines, but also all brand assets and templates for flyers, banners and more are accessible to the team in the Syrox brand center. Through Kadanza the brand can keep on developing. All employees, but also those distributing and importing the brand can learn more about the brand and the products. Thanks to the smart templates they can personalize their own marketing materials without harming the brand identity. The same can be said about the packaging labels. Designed and developed into a template by us, ready to be adjusted content-wise by the Syrox team whenever necessary. This applies to all types of packaging. The Packshot Manager of Kadanza translates the packaging labels into quality 3D renders of the products, which are used in the design of the new touchpoints, be they digital or printed.   

Meanwhile Syrox has been launched and we can proudly call it a 360į project. From strategy to naming, packaging design and creation and the rollout of the entire visual identity: we guaranteed a brand identity and experience that suits the story perfectly.