Opportunity: In 1962, Nippon Paint took its first step outside Japan through a joint venture with Singapore's Wuthelam Holdings. Today, the NIPSEA Group is in 19 countries, employing over 22,000 people with over 83 manufacturing facilities, producing over 1.3 billion litres of paints & coatings annually. The NIPSEA Group is Asia Pacific’s No. 1 paint and coatings manufacturer in both production and sales revenue.
Insight: Much of the success of NIPSEA Group can be attributed to its regionalisation strategy. A strategy that gave each market autonomy to tailor their offers to the needs of that particular market. With management’s vision to expand beyond Asia it became important to align the group behind a shared promise. Tangible was engaged to understand current perceptions, identify areas of alignment, develop a shared Purpose, and create a shared communication system. “Innovation with heart and people at our core” became a shared purpose.
Result: Over the last five years, NIPSEA Group has seen significant global expansion and financial growth. As the primary growth engine for Nippon Paint Holdings, its consolidated revenue surged by roughly 275% and operating profit soared by 521% compared to initial acquisition levels, outpacing broader market competitors across the Asia-Pacific and beyond
Research allowed us to better understand the visual equities that were strong in different markets for Nippon Paint / 立邦. Tangible could then create a refreshed set of Visual and Verbal Core Elements across the group. The Nippon Paint / 立邦 logo was very subtly refined and rolled out across the sub-brands and segment brands. A Verbal Identity was crafted for the group using Core Values to shape the messaging, together with a group tagline of; “Inspired by you”, which was then adapted for different scenarios. The Visual Core Element system was designed to reflect the preferred personality of ‘friendly, warm and caring’ across both the Trade Use (TU) and Industrial Use (IU) sectors.
The NIPSEA Group had developed an internal brand initiative to align and inspire staff behind key behavioral characteristics. The branding project enabled Tangible to review this initiative and align the external brand values with a new set of internal brand values under the banner of ‘Lean for Growth’
Tangible tested different brand architecture scenarios as well as alternatives for product and innovation categorization. This allowed us to better understand how to frame The NIPSEA Group’s different capabilities and offers, from both an internal and external perspective, before making recommendations to senior management
Visit: The NIPSEA Group
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+65 6338 6320
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