EVALUATION:
The value of insight.
Mintec is a global provider of trusted, independent market intelligence and pricing information, for commodities and raw materials.
Such data is used by retailers, restaurant chains and food services businesses to negotiate and plan their supply chain, sometime saving them millions.
As a key part of Mintec’s 2020 Vision, the company were aiming to be increasingly seen as less of a data provider and more of a credible authority with a global outlook and a trusted independent opinion.
They knew their customers well, working with many of the top global brands in each sector. And they also knew that data was seen as a commodity, but business insight was seen as valuable.
DIFFERENTIATION:
A humanising approach.
Mintec had a clear conviction that experience and knowledge can transform data into something far more precious - insight.
And they were acting on this by delivering ever more innovative products and services for their clients.
We undertook several workshops with the Senior Management Team and utilised Archetypes in Branding to helpe to identify just where Mintec needed to be heading and to distill their proposition.
By establishing a brand personality that combined SAGE & TRANSLATOR archetypes - a wise head, able to understand and convert data into credible market intelligence - we humanised, and added value, to the service at the heart of Mintec’s brand.
EXPRESSION:
Independent insight in a universe of data.
Once we understood the key differentiators, we developed a strapline in collaboration with Mintec’s marketing team – ‘Independent Insight in a Universe of Data’ – to communicate the new positioning, and designed a new identity.
In designing the phase we aimed to reflect the idea of transformation, of translating one thing into another. The logo therefore features a universe of data points revealing insight via the shape of an eye, all using historic Mintec colourways.
The rebrand was recognised by the Chartered Institute of Marketing and shortlisted for its Marketing Excellence Awards under the SME branding category. We didn't win but were very proud to have been included with the likes of the Royal Albert Hall and Cricket England.
ACTIVATION:
Launched with commitment
As you can see, the resulting design system has been applied widely across the entire business - including signage, website and collateral.
We also helped Mintec with their internal launch of the rebrand, an often overlooked, and really important aspect to any rebrand. A comprehensive launch Prezi was created and we also created signage for the office, arranging a secret installation over the course of a weeekend.
Ultimately the business was sold, hopefully with some help from the rebrand.
“From day one there was an instant rapport between everyone involved and a shared excitement that together we were going to be able to create the really positive and lasting change Mintec needed.
Kernel Mustard don't shy away from asking some of the more difficult questions to answer, but this enables them to really understand your business, provide useful insights from an external perspective, and help to define where you are and where you can go.
Using ‘Archetypes in Branding’ enabled us to define a personality that made sense to all of our senior team, and having a methodology behind the rebrand informed all the subsequent design decisions, ensuring buy-in from all levels of the business.
Kernel Mustard's experience of rebranding companies large and small, gave us a lot of confidence, and this freed us to share ideas, push boundaries and have fun whilst doing it.
I cannot recommend Kernel Mustard enough to anyone looking to explore new possibilities for their brand. Their innovative designs, open-minded attitude and the trust they instil makes the whole process a joy.
I’m very proud of the Mintec Rebrand. Becoming finalists at the CIM Marketing Excellence Awards for SME Brand Management, was testament to the success a great client - agency partnership can achieve.”