Kraton
Client
Kraton
Services
Strategy
Identity
Deliverables
Corporate Logo & Visual Identity
Brand Story & Messaging Platform
Master Brand Architecture
Internal Stakeholder Toolkits
Partnership Established
2015
Overview
Creating a Unified Identity for Kraton
When Kraton Performance Polymers, a global company with over 1,800 employees across 70 countries, completed its acquisition of Arizona Chemical, the organization needed a single, clear identity that could bridge its legacy and future — a brand that felt whole. Relish helped bring cohesion and clarity to that vision.
Uniting Two Legacies Into One Powerful Brand
Following its acquisition of Arizona Chemical, Kraton needed more than a new logo—it needed a unified identity that honored its heritage while charting a clear path forward. Relish partnered with leadership, employees, and customers to build a brand that reflects the combined organization’s purpose, organizes its product families, and communicates one cohesive story to the world.
Challenge
After the acquisition, Kraton faced a siloed identity where legacy brands—Kraton and Arizona Chemical—lacked a unified front. Despite their strength, both internal teams and external audiences experienced confusion, and Kraton’s messaging failed to reflect the combined organization’s breadth and purpose.
Solution
Relish worked closely with leadership, employees, and customers to uncover the shared values, culture, and market expectations that would define a unified brand. From these insights, we created a contemporary corporate logo, a master brand architecture, and a brand story with messaging platforms that aligned communications across products and regions. Together, these elements established a clear, cohesive identity that honored Kraton’s heritage while positioning the company for global growth.
Results
Kraton launched a single brand identity that blended the heritage of both companies into one strong narrative. With a uniform visual system and messaging framework, stakeholders now see Kraton as one trusted brand—reliable, sustainable, and consistent across every touchpoint worldwide.
Challenge
Solution
Results
Challenge
Solution
Results
Challenge
Solution
Results
Relish the Results
Launched a single, unified brand identity that blends the heritage of Kraton and Arizona Chemical into one strong narrative.
Enabled uniform visual execution across packaging, collateral, digital platforms, and internal communications.
Strengthened recognition—internal and external stakeholders now see Kraton as one brand offering sustainable, reliable solutions globally.
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