Excedo is a professional consumables brand, providing powerful and quick acting chemical based cleaning products, for hospitals and care homes. With a wide range of products spanning six different product categories, the brand had become confusing. With a colouring system which didn’t always translate onto product, coupled with a slightly convoluted numbering system, the brand needed realigning in order to reconnect with its end user.
Starting with a brand workshop, it became evident that clarity and communication of both product and category was the most important objective. Looking closely at the end users, this revealed that in an era of multi-cultural workplaces, simplifying both the numbering and colour coding across the category range was fundamental. We also needed to retain the tone of it being a professional, non-retail, bacteria eliminating, chemical based product.