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 an overly complicated colouring system coupled with a bewildering numbering system, the brand needed simplifying in order to reconnect with its end-user.
A brand workshop showed us that clarity of communication was the most important objective. Looking closely at the end-users, in an era of multi-cultural workplaces, simplifying both the numbering and colour coding across the category range was fundamental. It also needed a tone of professionalism, seeing that it is a non-retail, bacteria eliminating, chemical-based product.