Azelis announces new brand positioning – Creating value, growing together

Azelis today, announced the re-positioning of its branding. This evolution, which includes a new tagline and brand identity promise, reflects Azelis’ transformation into a global speciality distributor who focuses on technical service, solution provision and partnership. 

Azelis CEO, Hans Joachim Müller commented, "Azelis has rapidly progressed over the past three years and we needed to fundamentally reflect our strategic activities for growth in our branding.  We have developed from a traditional supplier of speciality chemicals into a global technology company who places customers and principals at the heart of our activities. Having expanded from a mainly pan-European base, we now have a footprint in North America, Asia Pacific and North Africa.  This new brand positioning demonstrates our strong commitment to speciality chemicals and technical service and our continued objective to grow this segment whilst adding value to our partners.”

The Azelis business has an equal split of Life Science and Industrial markets, each served by professionals who are experts in their fields. Over 70% of its employees are customer facing, combining technical and market knowledge with strong commercial know how.   Significant investment in technical infrastructure has also taken place and Azelis now has over 20 application labs in Coatings, Pharma, Personal Care, Food and Homecare, each staffed by renowned application scientists around the world.

Gillian Berry, Head of Corporate Communications said, "A comprehensive analysis showed that we needed to bring emotion into our brand identity, to be recognised as a dynamic value added service company in the market and by our business partners. We are a global organisation who is passionate about the local markets we serve and have a professional approach to business, with a personal touch.”

Around the world, Azelis will continue to operate using industry focussed sales and technical teams who are close to customers and principals, providing dedicated support for speciality chemicals and ingredients.  The new branding is currently being rolled out across all Azelis materials.