VKA: Fragrance & Flavor House
I re-architected the brand of a 50-year-old flavor house, resulting in a 2.3x increase in qualified inquiries and a 26% rise in average deal size.
Client
VKA (merger of VK Aromatics & Creative F&F)
Sector
Flavour & Fragrance R-D
Main Market
Singapore, South Asia
Timeframe
2024-2025, 24 weeks
Project Type
Rebranding, The Vault, Brand Operating System, Scale Architecture
Deliverables
Brand Guidelines, Figma Prototype, Packaging Design, Website Design, Brochure Design, Logo Design
Executive Summary
The Problem: A 50-year-old B2B leader was trapped by a fragmented, dated identity that forced it into a commodity pricing trap and gave it zero online presence.
The System Deployed: A "Vault Full" rebrand was executed over 24 weeks , unifying three legacy brands into a single, authoritative "science-luxe" identity system.
The Business Outcome: A +2.3x increase in qualified inquiries, a +26% increase in average deal size , and 2k+ organic visitors in the first 30 days.
The Diagnosis
A Legacy Trapped in the Past
VKA's core business liability was a fragmented brand that failed to communicate the value of its advanced R&D. This resulted in three critical failures:
Brand Fragmentation: Three conflicting legacy logos and inconsistent sales documents created market confusion and eroded trust during enterprise sales cycles.
Commodity Pricing Trap: Without a premium brand presence, VKA was forced to compete on cost instead of its patented technologies and 50-year heritage.
Digital Invisibility: A dated website with no content pipeline meant the sales team relied on PDFs, leaving the brand with zero online authority.
The System
From Brand Confusion to a Unified Architecture
Unified "Science-Luxe" Identity: I merged the legacy visuals into a single, authoritative identity. The "Science-Crafted Luxe" design language, built on deep imperial purple and precision grids, immediately signaled premium R&D credibility.
VKA logo transformation Modular Packaging System: I designed a flexible, rule-based packaging system, including a master dieline with spot metallics, that could be scaled across all current and future SKUs without agency bottlenecks.
Digital-First Presence: I transformed VKA's digital footprint, taking them from zero online presence to a high-performance website that generated over 2,000 organic visitors in its first 30 days.
The ROI & Outcome
The new brand system was a high-performance business asset that delivered immediate, measurable results. The sharpened, professional identity gave the VKA sales team the tools and confidence to pursue and close larger enterprise contracts. The clear, authoritative digital presence directly led to a
2.3x increase in qualified B2B inquiries, and the premium positioning was a key factor in the 26% increase in average deal size.
"Mariya is FANTASTIC! Very professional, excellent project management and communication. She hits the mark right away and truly understands design.
Thank you Mariya, and I look forward to many more projects with you!"
Barry P.
Partner
VKA
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