All work
Purity. Proven.
Rebranding a strategic business unit for growth following its acquisition
The quick take
After decades operating as FeF Chemicals, Novo Nordisk Pharmatech had evolved into a specialised pharmaceutical business within the Novo Nordisk group. To strengthen its market position, the company chose to align more closely with the Novo Nordisk brand. CBC led the rebranding, developing a new identity and creative platform for internal and external communications.
About Novo Nordisk Pharmatech
Since 1949, Novo Nordisk Pharmatech whas been creating pharmaceutical ingredients by Køge Bay in Denmark. What started as FeF Chemicals, a small chemistry factory, would later become a valuable subsidiary of Novo Nordisk, enabling some of the greatest pharmaceutical discoveries and treatments.
Scope
- Customer insights
- Value proposition and Brand communications concepts
- Internal communications
- Corporate design guides
- Exhibition stands
- Advertising and email
CBC created a strong value proposition and identity under the concept ‘Excellence. Multiplied.’. This conveyed the company’s dedication to quality across hundreds of products as well as the purity and precision of its processes.
Challenge
After decades operating as FeF Chemicals, Novo Nordisk Pharmatech had evolved into a specialised pharmaceutical supplier within the Novo Nordisk group. The strategic challenge was to reposition the business to fully leverage the strength and credibility of the Novo Nordisk name, while clarifying its own distinctive value in a competitive global market. The company needed a stronger value proposition and brand platform that could align employees, strengthen market perception and support future growth.
Solution
CBC led a strategic rebranding designed to position Novo Nordisk Pharmatech more clearly within the Novo Nordisk family while highlighting its specialised expertise. The new platform, built around the concept “Excellence. Multiplied.”, articulated the company’s commitment to quality, precision and scalability across its portfolio. This was expressed through a new visual identity, messaging and website, supported by an internal launch campaign and communications programme to align employees and activate the brand across key customer touchpoints.
Challenge
Solution
After decades operating as FeF Chemicals, Novo Nordisk Pharmatech had evolved into a specialised pharmaceutical supplier within the Novo Nordisk group. The strategic challenge was to reposition the business to fully leverage the strength and credibility of the Novo Nordisk name, while clarifying its own distinctive value in a competitive global market. The company needed a stronger value proposition and brand platform that could align employees, strengthen market perception and support future growth.
CBC led a strategic rebranding designed to position Novo Nordisk Pharmatech more clearly within the Novo Nordisk family while highlighting its specialised expertise. The new platform, built around the concept “Excellence. Multiplied.”, articulated the company’s commitment to quality, precision and scalability across its portfolio. This was expressed through a new visual identity, messaging and website, supported by an internal launch campaign and communications programme to align employees and activate the brand across key customer touchpoints.
As a central marketing piece, a new website was created from scratch, from structure, content plans and wireframes through to content production, technical implementation and testing.
An internal launch campaign was developed to help staff understand the thinking and strategy behind the rebranding process through a series of engagement activities.
The visual identity and messaging transitioned perfectly to a trade show environment.
“The new brand has helped us to own the market position we desired, achieve significant revenue and profit growth, and attract top talent to the organisation.”
Rasmus Hother le Fevre,
Managing Director
Managing Director
