Enterprise Brand Unification: Consolidating 50 Years of Global Flavour Innovation
Merging VK Aromatics International and Creative Flavours Fragrances into a unified, authoritative global B2B master brand across industrial packaging, lab storytelling, and international distributor networks.
Client
VKA (merger of VK Aromatics & Creative F&F)
Sector
Flavour & Fragrance R&D
Main Market
Singapore, Southeast Asia
Timeframe
2024-2025
Engagement
Rebranding, Brand Identity System — The Vault
What I created
Brand identity consolidation, logo hierarchy and usage rules, typography and colour system, packaging architecture, production-ready packaging layouts, website and digital direction, sales and brochure system, 48-page living brand book, 27 modular layouts and components
The situation
VKA was formed from established flavour and fragrance businesses with strong technical history, but the visual and commercial experience had not yet caught up with the new company structure. Different marks, packaging approaches, sales materials, and digital touchpoints were still operating in parallel. The task was not to make the business look newly invented. It was to make one established company feel coherent.
The problem
Following a major enterprise merger, VKA operated with fragmented legacy logos, unaligned product packaging (spanning 25kg bulk containers to sample kits), and inconsistent regional collateral across Southeast Asia, China, and Australia . The challenge was honoring 50+ years of pioneering heritage while projecting modern science-driven R&D authority.
What the brand needed
The brand needed one structure strong enough to replace fragmented execution without discarding useful recognition from the legacy businesses.
Consolidate legacy identities into one master brand
Create packaging logic that could extend across bulk, trade, and export formats
Align sales, distributor, print, and digital communication
Give teams and vendors clearer production and usage rules
Support future market and SKU expansion without repeated redesign
What was built
Identity consolidation
The legacy identities were brought under one master brand with a defined logo hierarchy, proportions, typography roles, colour logic, and layout rules. The aim was not more variation. It was to make the company recognizable as one authority across regions and formats.
Packaging architecture
Packaging was treated as part of the brand system rather than a separate design exercise. A modular structure was created for bulk, trade, export, and future SKU formats, with repeatable hierarchy and production logic that vendors could follow.
Sales and digital structure
Brochures, sales materials, website layouts, and digital components were aligned with the same hierarchy used in identity and packaging. This gave enterprise buyers and distributors a more coherent experience instead of moving between disconnected brand expressions.
Documentation and handoff
The system was documented in a 48-page living brand book built in Figma Slides, supported by 27 structured layouts and modular components. The documentation gave teams and future collaborators a working reference rather than a static presentation.
The result
VKA moved from several inherited brand expressions to one clearer company identity across packaging, sales, digital, and vendor-facing execution.
A unified master brand replaced parallel legacy marks
Packaging became consistent across formats and easier to extend
Sales and distributor communication followed one clearer hierarchy
Digital execution aligned with the same identity rules
Teams and vendors gained a more reliable reference for future work
The result was not a cosmetic reset. It was a consolidation of an established business into a brand structure that could support future expansion without starting over each time.
Where to start
Learn about the Strategic Brand Audit Or Send Your Brand Details
"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