Supply Chain Brands: Tangible rebranded Halcyon Agri in 2014, then after four years of acquisitions, geographic growth and an ever-increasing portfolio of products and services, the brand needed to be reviewed. Halcyon Agri had moved beyond crumb rubber to deliver a broader range of products for industries that require natural rubber as an irreplaceable ingredient.
Halcyon Agri has moved beyond the crumb rubber supply chain, so the brand name was abbreviated to ‘Halcyon’. The personality took a more authoritative tone because Halcyon wanted to reflect their expanded capabilities and influence. Tangible then developed a suite of communications collaterals. The website became the focal point which we moved beyond a corporate site to become the industry advocate of ‘everything rubber’.
Tangible reviewed Halcyon’s CSR and sustainable credentials under the banner of ‘Halcyon Global Village’. The result is that we helped to identify 5 key activity areas: Community Engagement, The Environment, Responsible Supply Chain, Social Investment and Stakeholder Engagement.
As part of the Halcyon brand refresh, Tangible reviewed the Halcyon owned ‘Corrie MacColl’ brand. Corrie MacColl holds Halcyon’s assets in Africa including their integrated supply chain businesses and value-added services. Tangible also developed the Hevea Pro and Latex Pro product brands for the group.
Visit: Halcyon Agri
