Re: Chemistry gets a daring new brand design and visua identity by not weeding+kennedy – featuring reversed visuals, lively pink and creative design
What do you get as a former Premier League footballer collaborates with a creative agency that dares to call itself “not” Wieden+Kennedy? You get Re: chemistry- A planet -loving branding and brand identity supported by science that is as cool as brilliant.
Base
Re: Chemistry is the flagship innovation of Gfbiochemicals, a company that was co-founded by ex-Arsenale player Mathieu Flamini (yes, real). Their mission? To replace chemicals on fossil-based chemicals in daily products, paint, paint, shampoo with safe, sustainable, natural alternatives.
Enter the flip
To communicate how game-changing RE: chemistry really is, not Wieden+Kennedy (based in London and clearly enjoying naming conventions) introduced “The Flip” as the center of visual identity. Why? Because this technology literally turns the script on the chemicals that we use every day.
The brand is full of wonderful design twists:
- A logo that is upside down (yes, on purpose)
- Typography and language that play with contradictions
- Turned images of nature and products that challenge the norm
- A loud and annoying lively pink palette that breaks the predictable blues and greens of “clean” branding
Why it works
We have always believed that chemistry can change our lives for the better. This new identity reflects that radical optimism.
The identity not only looks good – it feels like change. It is rebellious, smart and unexpected. It reminds us that innovation does not have to whisper – it can scream in hot pink and inverted logos. Mathieu Flamini puts it the best:
Brand design
When your mission is to reinvent the chemical composition of daily life, you need a brand system that is just as transforming. This allows expectations – literally. View the full look up re-chemistry.com and learn more about the spirits behind the magic notwk.london.
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