Branding a portfolio for an innovative chemicals business

Huntsman is a global manufacturer and marketer of differentiated chemicals. Originally known for pioneering innovations in packaging and, later, for rapid and integrated growth in petrochemicals, Huntsman has approximately 16,000 employees and operates from multiple locations worldwide. The company had revenues of over $13 billion in 2014.

Industry was asked to help support the Huntsman Pigments division to brand its premium Tioxide Purity products. These premium pigments offer a range of useful properties including whiteness, brightness and opacity making them an attractive ingredient for use in pharmaceutical, food and cosmetics.

IND FOLIO Huntsman Tioxide Broch Spread




A distinctive new brand platform

The new brand platform is based on a distinctive and highly recognisable triangle pattern, derived from the titanium dioxide compound. Together the use of the pattern, colour and photography create a clean, bright scientific image that communicates the product’s distinctive properties.

Related Projects


Differentiating a global outsourcing business

Tata Steel

Building a strong brand framework