Brand identity for each business segment
Each business segment shares the overarching identity of “The Next Chemistry” and builds key messages by connecting the future core competencies of each segment at the communication level.
| Business segment names |
Segment-specific future core competencies | Corporate brand identity |
Segment-specific slogans |
|---|---|---|---|
| POLYPROPYLENE | Circular Economy Facilitator |
The Next Chemistry |
The Next Circular Economy |
| TPA | Renewing the Highest Purity |
The Next Purifying Facilitator |
|
| POKETONE | Safe & Resilience | The Next Eco-restorer |
|
| NEOCHEM | Chemical precision tools |
The Next Chemical Tools |
|
| FILM | New Possibilities in Packaging |
The Next Packaging Tech |
|
| OPTICAL FILM | Facilitator of New Visual Experiences |
The Next Visual Facilitator |
Segment-specific product naming system
Hyosung Chemical's brand architecture of has transitioned to a corporate brand-focused strategy centered on the Hyosung brand.
| POLYPROPYLENE | Changed to a robust brand-focused corporate strategy |
HYOSUNG Polypropylene |
| TPA | Identical to present but with enhanced visual elements |
HYOSUNG TPA |
| POKETONE | Hyosung-centered visual by adjusting Poketone as a sub-brand level |
HYOSUNG Poketone |
| NEOCHEM | Hyosung-focused visual representation by elevating Neochem to a sub-brand level |
HYOSUNG Neochem |
| FILM | Changed to a strategy that emphasizes a robust corporate brand |
HYOSUNG FILM |
| OPTICAL FILM | Shifted to a strategy centered around a strong corporate brand |
HYOSUNG Optical Film |