Azelis: Lemento rebrands a house of brands into a branded house

After 10 years of fusions and takeovers, Azelis resolutely decided to implement a new corporate strategy. A new matrix structure and central headquarters will turn Azelis into a strong pan-European player. It was the ideal time to optimise the brand and translate the company strategy into a brand strategy - and Lemento was requested to help. In a first phase we created a new brand architecture and determined, together with all business units, the desired brand personality. Next we translated the brand strategy into visual and verbal building blocks of the brand. With the new tagline "Refreshing chemical distribution" we helped Azelis evolve from a house of brands to a branded house; from a company with more than 30 brands to a company with one single brand, Azelis. Inside the brand architecture, we gave each business unit its own verbal descriptor and own color code. Next we developed and implemented the new brand across a wide range of communication tools. 

Azelis is now refreshed and ready for another 10 years of success - at least. 



Latest news

BASF Antwerp ready for ‘the war for talent’  [+]

Belfius Insurance advertises in Metro  [+]

A carefree route with Alphabet  [+]

Sharepoint for Belfius Insurance, Fost Plus and D’ieteren Auto  [+]

Thuis in de Stad-award goes to CityDepot and Badboot  [+]


© 2023 Lemento
Stanislas Leclefstraat 18
BE-2600 Berchem
T +32 3 218 10 30

Corporate identity audit
Brand strategy
Brand architecture
Brand positioning
Corporate branding toolkit

Logo design
Name creation
Visual and verbal identity
360° Branding
CI implementation

Brand launch
Corporate communication
B2B Communication
Employer branding
Internal communication

Brand guidelines
Microsoft Office solutions
Online brand platform