Fadein designs, manufactures and distributes industrial detergents from Madrid to the whole of Spain, France and the United Kingdom. It is a family business with over thirty years of history. It was founded by the father and is today run by his children, who were the ones who decided that the brand needed to be brought up to date.
In industrial detergents, everyone competes with the same two weapons: price and product performance. It is a category where all brands have ended up being the same. The same drums and technical names of products, labels full of pictograms, and catalogues that are just lists of references.
The initial brief had three objectives. To build a brand with which they could communicate something more than a technical data sheet, a website that would serve to attract leads, and a way to acquire new clients that did not rely solely on the sales team. All of this while still being recognisable to those who had been buying from them for twenty years.
We reconstructed the brand around what the product solves for those who use it every day and what the company does for the customer before and after the sale. This changed the entire narrative, from the technical datasheet to the benefit, and gave the sales team something to tell other than a comparative table.
In an industrial company, the brand lives on the drum in the warehouse and in the catalogue that the salesperson carries on their tablet, so the real work was to reconstruct a system that worked there and apply it to all the references of the different product families and to the catalogues of each sector.
With the brand established, the website stopped being just a business card and became a lead generation tool. Afterwards, the online shop opened a direct channel for the customer, who until then had to call a salesperson to place an order. With this system in place, Fadein entered an internationalisation process and the brand needed to adapt its system: regulations, nomenclature, language, website, and all communication and sales assets.
The brand was launched in May 2021 and remains standing without any tweaks. It has absorbed an online shop, three languages, regulatory requirements that did not exist when it was designed, and five years of new references.
What leaves the company today for communication is made with the same rules that were written at the beginning. This is the best result in a branding project, that it continues to work over the years when no one remembers why it was decided that way.
