Nippon Gases

Rather than focusing on the products they were selling, such as gases, equipment, facilities or technologies, we help Nippon Gases to identify their unique services.

In order to do this, it was necessary to speak with gas professionals, listen to them, empathize and create from their knowledge. The brand needed a human tone, which could give value to the close treatment of the commercial network and the know-how of its team, but also the ability to explain details with a certain technical complexity.

This new approach affected our work at all levels: from communication strategy to the reorganization of brands, products and services. Because an industrial gases brand is not only the tanks and cisterns that they sell, it is each point of contact with their more than 150.000 external customers as well as their 3.000 employees in 13 European countries.

During the research phase, we detected that the Japanese origin of the company was perceived as something positive by users, employees and intermediaries, which is why it laid the foundation for the brand during the design and development phase. This is something that has remained present in all the projects we develop with Nippon Gases to date, such as the restructuring of its portfolio and redefinition of the names of the gases, equipment and services they use.

This visual system allows to enhance the application of the products and facilitates the understanding of complex industrial processes. We developed new codes and channels by focusing on the end user and not the expert user.

Japanese heritage can be found in small details such as natural textures or rational and minimalist spatial elements, which give the brand a unique personality.

We wanted to ensure an excellent customer experience, regardless of the point of contact between Nippon Gases and those existing or potential customers.

In addition, since Nippon Gases is a multinational industrial company, we also prioritized meeting the expectations of all stakeholders in addition to the customer, including gas retailers, distributors and operators who interact every day with Nippon Gases products and services.