Grolman
Winner
Excellence in Brand Strategy and Creation
Brand Strategy of the Year
Details
Since 1855, the Grolman Group has operated in a market long shaped by efficiency rather than responsibility. The challenge was how a chemical distributor could become a partner in industrial transformation. With “Grow New,” the brand became a strategic compass, framing circularity not as an obligation but as an economic opportunity. The design deliberately breaks with industry clichés: instead of technical distance, vivid EcoScape illustrations visualize change, sustainability, and development. The result is new collaboration models with customers and suppliers, and a clear repositioning from distributor to enabler.
The Jury‘s Statement
In a market that typically codes specialty chemicals through availability and price, Grolman assigns the brand a new leadership role. With “Grow New”, circularity is framed as an economic perspective, and the shift from distributor to transformation partner is clearly defined. The distinctive visual world moves beyond technical routines without losing its relevance to the sector. What matters is that strategy, design and international implementation set the same course, making new forms of collaboration plausible.
