The CHT Group, a player in the global speciality chemical industry, has launched the rebrand of its product portfolio, which it says ‘deviates from standard products and meets all of the industry’s demands’.
Nowadays, the company states, active people demand a textile material that not only looks good and fits well, but also one that is highly durable, too. Due to this shifting consumer demand, the company has launched the new brand name BeSo (Best Solution).
CHT Group notes that as the focus of the product is on sustainability, the brand name is supplemented accordingly. This, the company states, results in a clear structure of the CHT range of effects. BeSoCOOL for example, stands for a textile finish with temperature control.
Each of the 10 effects in the BeSo range communicates visually with concise and symbolic imagery, the company says. “This type of text and image communication focuses on product performance and benefits in a clear and emotional way. Each consumer knows exactly what he or she purchases. The icons support this by showing the benefit at a glance.”
Besides the high-quality effects, dyestuffs and chemical solutions, the CHT Group stands for sustainability and global service, which it says is expressed in its expertise and experience. “The Brand & Retail Service is a competent partner and consultant to the brands of the textiles market.”
With the uniform brand identity developed and the successful integration of the new concept into the existing corporate communication, the company states that its activities in the market are set to be strengthened and a more modern, future-oriented appearance of the group is to be achieved.
