From the inside out
Linking the brand to the benefit
Under new ownership, DSM Sinochem, a global manufacturer of antibiotics, statins, and antifungals, needed to change its name and branding. With a tight legal timeline matched with ambitious global growth plans, we had to act swiftly to create an entirely new brand capable of powering expansion while maintaining the prestigious heritage of the company.
We conducted qualitative research over a six-month timeline. This included best practice audits, 10 customer and partner decision mapper interviews and 13 stakeholder interviews. From this, we discovered our client is a silent leader where products are key ingredients in many widely used medicines and are far from being braggadocio. We developed a differentiating promise of progressive, global, and partners, with a brand idea based around “central” and “essential.”
Our naming team developed the name Centrient stemming from “central” and “nutrient;” the name showcases the company as one that prides itself on speaking to patient-centricity and being at the center of modern, global healthcare. As an ingredient manufacturer, the contribution Centrient makes to global health is often overlooked. The visual identity aims to correct this by showcasing the role and benefit that Centrient brings to the medicine supply chain.
Our bold and creative new name and logo showcase our company as one which prides itself on being at the center of modern healthcare, through our life-saving active pharmaceutical ingredients and finished dosage forms. Now as Centrient Pharmaceuticals, we have an amazing opportunity to build a strong and differentiated brand in the generic pharmaceutical industry.
Karl Rotthier, (Former) Chief Executive Officer, Centrient