Client

CTF2000 – development and production of flame retardants, chemical specialties and auxiliaries.

Task 

Create a strong commercial concept for highly technically positioned chemical products. This concept must be easily translated into advertisements worldwide. Sequently, our existing Flamaway product range needs a commercial approach as well.

Result 

Focussed on the advantages for endusers : textiles touching the skin softly. To stand out of the crowd and to not be seen as a commodity, choosen for a very creative approach: tough (tattoo) but carefree (dandelion). Additionally, the flame from the Flamaway range logo became the central point in the logos  on product level. This in combination with a structure that refers to the structure of textiles and again, the dandilion.