In 2009, a company called “The Fragrance Chemical Company” woke up to the fact that its very own positioning and introverted view of the market-place was a barrier to its future success.A subsidiary of PZ Cussons (makers of Imperial Leather and other personal care brands), PZ Cussons was also its primary customer, accounting for a disproportionate share of income.However, the global fragrance market is enormous, characterised by Fragrance houses with great provenance and a long client list. Put simply, The Fragrance Chemical Company wanted some of the action.Publicis were approached for a solution that would allow them to compete on the world stage.

The corporate design and naming drew inspiration from the seven fundamental scents that lie behind the creation of every fragrance. Test strips, used to sample perfume, inspired the corporate logo, and the company’s mission statement took the form of seven bold commandments designed to ignite conversation and inspire clients and employees alike.Publicis created a new design language for a new company, which would percolate every element of the business, from corporate logo, to sales presenters, and eventually websites, advertising and beyond.

Seven is a new brand. Its history began in January 2010, but already it has begun to take effect. The Seven sales force are opening more doors now their company is seen to stand for values that transcend the functional.Perhaps more importantly, the new company identity has given the workforce a new set of values and belief in itself. It has been transformed into a company that believes its own mantra of creating bespoke fragrances rather than the versioning “off the shelf ones”.