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Not just a new name but a full rebrand for Coventry Chemicals


Since 1963 Coventry Chemicals has been a market leader in the manufacture and supply of cleaning liquids, powders and tablets to suit all professional, retail and healthcare cleaning and hygiene requirements.


With over 60 years of trading history through some tough financial markets, their name had become synonymous for being the ‘cheap bleach boys’ manufacturing and supplying bleach based products to some of the globes leading retailers. Whilst this was a major part of their business which needed to be retained, it was time for a full company rebrand to allow them to attract new customers, expand into new markets and grow their market share.
After a comprehensive audit on ourselves, several pitches later and some sleepless nights we were stoked to hear the news that we were the ‘chosen ones’.
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The Brief


The Guys at the top had a very clear plan…. to heavily grow the business over a 2 year period. The main issue was the current company brand and name….. Coventry Chemicals, it was felt that this was devaluing the company position, the name didn’t reflect or give a true representation of the product offering.

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The Solution


We carried out a comprehensive brand review and it was identified that the new identity needed to work incredibly hard to communicate the brand purpose and products offered, we identified that the companies main offering was ‘Global Hygiene Solutions’ and this needed to be clear within the new branding.


We worked closely with our clients marketing team to develop a new own-able name that fitted within their brand and the purpose of their company. We carried out a three day name generation workshop which allowed us to create a short list of brand names that we felt suitable for Coventry Chemicals new identity.
Using our short list of names we developed a range of brand identity concepts, based on a clear understanding of the purpose and the message that we wanted to convey. We explored a diverse range of colour palettes, font concepts and the use of icons to sit alongside the new brand name, we then visually applied the identity to 3 key brand touch points.
Following a board level presentation we were excited to learn that we’d nailed it, the new name and branding was a hit and Coventry Chemicals was ready for a makeover.
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The Results


MIRIUS – Global Hygiene Solutions – the new name for Coventry Chemicals was born. The brand was launched to staff, suppliers and press at the Ricoh arena, the full day launch was exquisitely delivered by the clients Head of Marketing it was important that all attendees understood the reasons for the rebrand, bought into the new company vision and values and understood the mission. Launch day was a huge success, topped off with a Champagne party accompanied with Mirius branded cupcakes and whole load of freebies for all who attended.


Following the launch day, we have continued to work incredibly closely with the Mirius team to become brand guardians, we’ve managed the consistency of the brand across a range of touch points and developed a whole range of supporting corporate literature including transition documents, corporate catalogues, prospectus, corporate video, stationery and our in-house digital team have crafted the most amazing multi-lingual content managed website. Our work even extended to ensuring the new tone of voice flowed throughout the new office design and was reflected on the external building signage and vehicle livery.
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Mirius banner

When working alongside related production companies, PR agencies and print houses, we can manage the consistency of your brand throughout the entire process. We will make sure that your key sales messages, your identity and the tone of voice is in-line with your brand values.


Product Knowledge, understanding your business, your values and your commitments is a pivotal step we undertake in becoming your brand guardians.


Talk to us today if you’re looking for a branding agency that will be dedicated to learning your business, your targets, customers and your key selling points. We will reinvigorate your brand, deliver results and offer you a comprehensive range of online and offline solutions for getting your new brand flying high.


Our Promise

We made a promise the the Mirius Team, it was simple…… We will rebuild your brand to ensure your business stands out from the crowd and knocks the socks off your competition.
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Brand overview


Along with the new name and brand, we adopted new category identities for the 3 divisions – Retail, Professional and Healthcare, these were created to better reflect and serve the differing needs of the Mirius customer base. Each division has its own sub brand clearly identified by its own unique colour scheme.

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Mirius logo
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