Enterprise Rebrand
Country Base: Taiwan
Industry/Sector/Keywords: Chemicals, Industrial, Resins

Below: Before and After Images in Slide Show, Video, Summary, Credits

Industry Setting

CHIMEI is the world’s largest supplier of ABS resins, PMMA resins, and optical sheets and is deeply committed to developing customized performance materials for its global customers. CHIMEI plays a critical role in developing innovative products in various industries, but only few people know about CHIMEI’s strong R&D capabilities.


After over 60 years of business, CHIMEI decided that to continue achieving great success it was necessary to reinforce its strengths and take its brand image to the next level. It was time to reposition CHIMEI in the global market and create an upscaled visual identity that communicates the advantages of its performance materials, and reflects its successful step up in product performance for its clients.


Working closely with the company’s management team and employees, we developed a core brand concept – “A Step Up,” which reflects how CHIMEI contributes meaningfully to its customers’ success, to environmental protection, and to the wider society. With a new strategy, and key messages highlighting CHIMEI’s leading product quality and renowned R&D capabilities, we also created a bold visual identity to prepare the brand for a greater international presence.


The launch of the rebrand won overwhelmingly positive feedback from CHIMEI’s global customers, and provided renewed motivation and pride among employees. With its new, global-facing brand, CHIMEI is now ready for its next phase.


Client: CHIMEI – chimeicorp.com

Brand Strategists/Designers/Insights/Client Services: DDG – ddg.com.tw/en

Brand Strategist:: Martin Lu
Creative Director: Kris Tsao
Communication Strategist:
Yeeyan Leong
Camilla Tenn
Jude Lin
Feny Hung