The Brenna Chimica story

Brenna Chimica is a company specialising in the processing and distribution of industrial chemicals, with over 60 years of history and a tradition spanning three generations.

It draws on long-standing know-how, a body of knowledge built up over many years in business, and is distinguished by a dual offering that comprises both products and services.

The blending of products is treated as a manufacturing stage, guaranteeing reliability and strict compliance with regulatory parameters.

The company stands out for the effectiveness of its service, thanks to a rapid, customer-centred approach, and for a strong advisory approach that ensures customers receive continuous support.

Its EN ISO 9001 (quality), ISO 14001 (environmental) and ISO 45001 (occupational health and safety) certifications attest to the company’s commitment to excellence. Its research and development team is also engaged in projects built on new technologies.

Among the opportunities open to it, Brenna Chimica can draw on the presence of Federchimica, the Italian chemical industry federation, on Italy’s position as Europe’s third-largest chemical producer, and on the role of chemistry upstream of numerous industrial supply chains.

It therefore positions itself as a go-to partner both for the supply of chemical products and for solving industrial problems, continuing to innovate and adapt to what the market requires.

Brenna Chimica had reached a standstill, with an urgent need to analyse its market and work on its brand.

The company operates in a commodity market, where chemical products are interchangeable and competition is based largely on price. That makes it difficult to differentiate from competitors and to maintain sustainable profit margins.

The brand also faces a number of other threats: fluctuating raw material prices, the contraction of the chemical sector in Europe, and the impact of the energy crisis on the cost of fuel and raw materials.

The main challenge, then, was finding a way to stand out in a saturated market under heavy price pressure. Customers tended to choose suppliers on the basis of lowest cost, without considering the other distinctive factors Brenna Chimica could offer. That situation not only limited the company’s ability to expand its customer base but also put its long-term profitability at risk.

To meet those challenges, it was clear that Brenna Chimica needed a completely renewed brand and marketing strategy, one that would bring the company’s strengths to the fore — its long-standing know-how, its dual offering of products and services, and its advisory approach. It was also essential to streamline its internal organisation and improve communication with customers in order to build stronger, longer-lasting relationships.

We began with a market analysis to understand Brenna Chimica’s current position, gathering detailed information on both the products and the services it offers. That analysis allowed us to take a “photograph” of the starting position, identifying strengths and areas for improvement.

We then focused on the company’s rebranding, which involved thorough work on several key aspects:

• values, vision and mission: we defined the company’s values, its long-term vision and its mission, bringing out its commitment to innovation, quality and sustainability.
• brand archetype: we identified the most appropriate brand archetype, defining the brand’s personality so that it would resonate better with its target audience.
• brand voice: we developed a consistent, distinctive tone of voice that reflected the company’s identity, emphasising its advisory, customer-centred approach.
• positioning: we positioned Brenna Chimica as a specialist company with a strong tradition and a unique method of processing and distributing chemical products. That method was emphasised as the distinctive element setting the company apart from its competitors in a commodity market.

The new payoff further strengthened the brand’s identity, underlining Brenna Chimica’s commitment to specialisation and to offering bespoke chemical solutions.

A crucial element of the rebranding was updating Brenna Chimica’s long-standing logo.

Maintaining continuity with the past, for reasons of both history and positioning, we introduced new elements that better reflect the company’s values today. The new logo, with revised, contemporary lettering, communicates quality, reliability and innovation.

The introduction of green also symbolises Brenna Chimica’s commitment to sustainability, a value of growing importance as the company passes to a new generation. All of it in line with the company’s present and future objectives; it now has a solid, recognisable logo and visual system to deploy across every communication asset.

The new logo not only represents the company’s transformation but also serves as a versatile distinguishing mark, well suited to conveying Brenna Chimica’s renewed collaborative, research-led approach.

The project delivered a series of significant results for Brenna Chimica: a stronger brand, better market positioning, unified communication, the implementation of the “Brenna method”, improved internal organisation, the development of a payoff and a strengthened marketing infrastructure.

Not only that: the brand then decided to work on its services in greater depth, separating them from its original offering. For that purpose it opted to create a new brand, C-HUB.

OTO Agency brought about a significant transformation in how the company is perceived, and it now has every brand element — strategic, conceptual and visual — needed for unified communication, and fundamental to developing the business actions that will support its growth and evolution.