Problem
ChemPoint’s association with industrial chemicals made it difficult to connect with nutrition and personal care suppliers and customers. The existing brand did not inspire confidence among PC/N partners and limited ChemPoint’s ability to position itself as a serious, innovative player in these industries.
Solution
I led the brand development and digital experience design for IngredientPoint, creating a modern, approachable, and industry-appropriate identity that resonated with the food and personal care market.
Impact & Results
- IngredientPoint launched as a trusted sub-brand within ChemPoint’s portfolio, giving the company credibility in PC/N markets.
- Early supplier conversations shifted from brand skepticism to genuine interest, helping unlock new partnerships.
- Marketing efforts supported by IngredientPoint branding saw higher engagement rates compared to ChemPoint’s prior PC/N outreach.
- Established a foundation for IngredientPoint to evolve into a recognized source for PC/N insights and trend leadership.
