For over 100 years, Formica Asia has been at the forefront of cutting-edge surfaces, having invented High Pressure Laminate (HPL). While it has mainly served businesses up until now, Formica Asia is now broadening its sights on directly serving end consumers due to growing demand from this segment but to also expand their innovative offerings. To ensure resonance with both audiences, Formica Asia needed a brand refresh to ensure their story of transformation will be told consistently across all its communication touch points spanning six major markets in Asia.

A NEW BRAND BOOK FOR A BRAND NEW CHAPTER

We were tasked to build a brand book to serve as a North Star for Formica Asia’s marketing efforts. But to achieve this, we first performed a gap analysis of the brand’s current communications to identify areas of improvement and the meaningful role the brand can play in people’s lives, moving forward. Our findings sparked Formica Asia’s new tagline, “Feel in every detail” which served as the anchor to the brand book development.

Taking cues from the tagline, we developed Formica Asia’s new brand identity including logo, typography, photography, colors, key visuals, voice and tone to reflect the company’s new positioning. We also created brand guidelines on how to properly use the building blocks of Formica Asia’s new look and feel across all its marketing assets. Now, Formica Asia’s branding is more about benefits, less about features. More human, less technical.

CELEBRATING A PROUD HISTORY & A PROMISING FUTURE 

Off the back of the newly-developed brand book, we created a 110th anniversary video for Formica Asia. The 60-second video took viewers on a journey back into time, showing how Formica Asia grew from humble beginnings to becoming a pioneer and trailblazer in the laminate industry. It also gave the world a glimpse of what the future holds for Formica Asia as it strives for true carbon neutrality.

Markets across China, Hong Kong, Taiwan, India, Thailand and Singapore have started adopting Formica’s new brand guidelines to ensure the brand’s compelling story is told well from now onwards.

The brand book and anniversary video helped to mark a new chapter for Formica Asia as it continues to set new industry standards.