Pioneering preservation
I repositioned a national leading refrigeration provider with a bold new identity and purpose-driven strategy that unlocked its international potential.
In a competitive B2B refrigeration market where “keeping it cool” is practically a universal claim, how do you stand out as more than just the sum of your products—especially when your rapid growth has outstripped your original brand identity? Aseh, a local provider of international-grade cooling equipment, found itself at the forefront of its industry yet constrained by a tired identity that no longer reflected its expertise or new global ambitions. More pressing still, how could it clearly communicate its expanding portfolio and purpose to both domestic and international clients—without piling on layers of complex branding that might stifle rather than support future evolution?
“What David delivered wasn’t just a rebrand—it was a reawakening of our ambition, translated into a scalable, standout identity.”
THE SOLUTION
We started by flipping the conversation: rather than diving straight into fancy visuals, we first asked if Aseh truly knew where it wanted to go. Our brand audit revealed that while the company was proud of its market dominance, it hadn’t fully recognised its potential to shape the industry’s future. By adopting the Golden Circle approach, we pinpointed Aseh’s deeper “Why”—a focus on pioneering preservation that goes beyond mere refrigeration. This shift helped the brand articulate its broader role: it’s not just about cold storage; it’s about keeping products, businesses, and even ideas fresh and viable in the long run.
We refreshed Aseh’s logo to introduce an inspiring, more relevant new look that complements their newfound position in the market.
Armed with this newfound clarity, we scrapped the old identity and built a fresh one from the ground up. The new logotype uses lowercase to convey approachability, steering clear of any acronym confusion. A tagline—“pioneering preservation”—showcases the brand’s leadership without resorting to stale corporate lingo. Our color palette leans toward a vibrant purple and green, a nod to freshness and intelligence, with cool blues subtly referencing the refrigeration world. For visual punctuation, we introduced a star-like logo mark that works as a raised asterisk, hinting at Aseh’s forward-thinking spirit and capacity for more.
The rollout spanned far beyond stationery tweaks: we delivered guidelines for brochures, PowerPoint templates, and even décor themes for offices and factories. Coupled with a dynamic new website design, we created the blueprint for Aseh’s ongoing expansion—without bogging anyone down in complex branding principles. By keeping it simple yet strategic, we ensured the identity could scale along with the company’s ambitions.
THE RESULTS
Right from the unveiling, senior management rallied around the new concept, energised by a purpose that finally matched their forward momentum. The CEO’s immediate endorsement led to additional rollout projects, proving that our approach wasn’t just a one-off makeover but a clear path for sustained growth. While formal metrics are still coming in, internal feedback is already buzzing with excitement over a brand that feels both distinctly global and authentically Aseh.
Most telling is how employees, partners, and clients have begun referring to “pioneering preservation” in casual conversation—an organic sign of buy-in that no amount of data can fake. As more of the new materials hit the market, we anticipate strong testimonials from major clients who see the shift as a fresh opportunity to collaborate with a company that “gets it.” And, in an industry where trust is paramount, that kind of alignment goes a long way in proving how a thoughtful, future-focused identity can cool the competition—and keep things fresh for years to come.
