Branding a ground-breaking thermoplastic that’s set to revolutionise structural composites for a sustainable future.
Metol is a revolutionary thermoplastic polymer that’s set to disrupt the structural composites market. It has the unique ability to create denser, stronger and lighter composites than other polymers on the market – as well as being 100% recyclable.
It offers a truly planet-friendly solution; from wind turbines to yacht hulls, sports equipment to hydrogen fuel tanks, Metol has the potential to revolutionise and clean up the composites industry on a global scale. Such a groundbreaking product required a brand identity that could capture its revolutionary spirit and convey its commitment to innovation, sustainability, and versatility – an identity as forward-thinking as the product itself.
Metol has an authentic brand purpose – and it was important to communicate this at every level. We embedded this purpose into the foundations of the brand; from their mission, vision, values and personality, right through to their powerful brand story.
Innovation meets sustainability
Every element of the brand identity we created reflects Metol’s strength, innovation, and benefit to the circular economy. The brand name is a fusion of Metal, implying strength and Oligomer, the building blocks of this unique polymer.
The logo reflects the transformation of polymers from long-strand monomers to round oligomers, symbolising Metol’s unique capacity to flow seamlessly into dense fibers to create any structure. And, in combination with the green ring, it also represents its unique ability to be transformed in and out of its original state, making it 100% recyclable and 100% repeatable – reflecting the brands vision and sustainable credentials all in one simple device.
Infinite Applications…
We distilled the core proposition to define the essence of the brand: ‘Infinite Applications, Endless Possibilities’ reflects the breadth of uses for Metol and its ability to be recycled and extracted over and over again.
We also created a suite of fluid graphic assets and icons that communicate the brand story visually, across digital and printed communications, packaging and products, all in a striking colour palette to represent its sustainable and commercial credentials.
The brand now has a strong proposition which clearly defines their essence, as well as a set of unique brand assets which help to engage audiences across all touch points.
Appealing to a diverse audience
We created comprehensive brand guidelines and templates to maintain consistency and clarity, ensuring Metol’s messaging and visual identity are unified, no matter the audience or platform.
From typography and tone of voice, to colour palette, iconography and photography, every element has been carefully considered to tell a cohesive story. This approach ensures that whether the brand is seen by engineers, investors, or end-users, Metol’s innovative and sustainable essence resonates effectively.
A digital brand created digitally
To launch Metol to its global audiences, we crafted persuasive digital communications, including a fully responsive website and a short film highlighting product benefits and commercial opportunities. We used AI-generated imagery to showcase the proposed factory and chemical processes, while CGIs of branded products helped demonstrate Metol’s versatility.
We also equipped the team with presentation templates allowing them to quickly tailor pitches to secure the necessary interest and investment from forward-thinking investors or business collaborators.
Poised for greatness?
It’s rare to come across a product, nevermind work with one, that has such authentic and positive world-changing credentials. But Metol is one of those generational products that has sustainability in its blood. And now, it’s also perfectly positioned to tell its ground-breaking story to excite, inspire and engage investors, partners and customers around the world.
The collaboration with Michon has been invaluable. Their ability to encapsulate Metol’s revolutionary spirit into a strong, cohesive brand has set the stage for our future success.
Managing Director, Metol