Year
2019
Sectors
B2B
manufacture
Service
Re-branding
Brand Design
Business Model
CML
Passion Drives
Enthusiasm Driven
CML, a member of the Sanwu Group, is a full-service hydraulic solutions provider, dedicated to the production and sales of hydraulic products and assisting customers in building customized hydraulic stations and hydraulic systems.
Mechanical Key Driver, Driving the Industry with Passion
CML's wide range of hydraulic products and experienced team can not only respond to customers' needs quickly, but also provide customized products to provide customers with stable and efficient power, which is the key driver of corporate profitability. Our products are widely marketed in 15 countries, including Canada, Brazil, Argentina, Poland, Turkey, Egypt, India, Thailand, Korea, etc. Meanwhile, CML is also the Asian distributor of Eckerle, Germany, and has been selling products in Asia for nearly 20 years.
Establishment of the brand's unique position in the international market
All along, the company's business has been focused on the research and development of products, sales and the pursuit of product quality, and there has been no special development and planning for the brand and image, although there is a brand name, but there is no clear proposition and strategy, and externally there is a lack of consistent ideas and brand self-recognition.
All along, the company's business has been focused on the research and development of products, sales and the pursuit of product quality, and there has been no special development and planning for the brand and image, although there is a brand name, but there is no clear proposition and strategy, and externally there is a lack of consistent ideas and brand self-recognition.
Passion Drives
In order to help CML to realize the uniqueness of its brand, Pro led the core brand team to conduct a brand strategy consensus meeting. During the process, through the full expression and discussion of the team members, a consensus was reached and the foundation of the brand strategy was established, and a brand-new identity system was further developed to clearly convey the brand value and incorporate the characteristics of the industry, so as to make the communication of the brand more intuitive and sensual, and to show the brand's main objective of "Passion Drives". Passion Drives".
With the budgetary subsidy from the Brand Taiwan program of the Industrial Development Bureau, Ministry of Economic Affairs of the People's Republic of China, CML has built a sound brand strategy foundation and a brand image that meets the requirements of the international market. CML has also developed brand management tools that enable the company to expand its international market and manage its distributors more accurately and efficiently.
Logo design incorporating the principle of hydraulic fluidity.
In the brand identity design, the CML font is combined with the principle of hydraulic flow to present a one-piece, streamlined logo style. In order to differentiate itself from other brands in the market, the color application combines the original colors of the brand, "red" and "blue", to create the image of "purple", which is a gradual expression that also conveys a dynamic and robust vocabulary. The slightly inclined angle of the design also symbolizes CML's continuous advancement and leadership of the brand, and re-interpretation of the product's operational imagery, and the elegant and simple curves, which demonstrates the characteristics of the CML kinetic energy.
Establishment of comprehensive online and offline communication applications
Before assisting CML to develop brand identity and design applications, Prosperity discusses with the core team the future communication needs in the market, and develops offline and online brand identity application development plans, including business supplies, product communication, social media, motion video, physical exhibitions, etc., which must also convey the "six industry applications" and "advantages of customized products", "brand concept". Under this theme, ProTech has developed a flexible branding specification for CML. Through the use of hydraulic and fluid dynamic graphics, together with a strict text and layout system, the branding can be developed into an evolving and consistent visual language according to various application scenarios and themes.
Driving product momentum with passion
In order to continue the brand motto "Passion Drives" and the brand identity color style, we define a unique style expression for the product images to show the brand's power to drive the world and continuous progress. In order to accurately present the differentiated features of the products in the market, Pro defined a perfect image shooting plan, and fully discussed with CML and the photography team on technical support, time schedule, visual composition...etc. before shooting to effectively produce stunning visual results.
