2026
123Chem
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A thoughtful rebrand for 123Chem - keeping the logo people already knew, refreshing its type and colour, and growing it into a complete brand.
Industry
Healthcare
Scope of work
Rebranding
Duration
3 months
123Chem came to me with a logo and little else. The mark had history and recognition, but nothing around it: no colours, no typeface, no rules for how the brand should look or speak. Each new piece of communication began from a blank page, and the brand never looked quite the same twice.
Rather than start over, the rebrand began with respect for what already worked. The shape of the logo was kept intact, preserving the recognition 123Chem had built. What changed was everything around it. A new typeface Bricolage Grotesque gives the wordmark a sharper, more contemporary voice, while a refreshed colour palette deep green paired with soft mint brings warmth and clarity to a sector that often feels cold.
The idea guiding the identity was simple: familiar, but fresher. Every decision aimed to feel like a natural evolution of the brand, not a replacement. Customers who knew the old 123Chem would still recognise it immediately; new audiences would see a brand that feels considered and current.
From the refreshed logo, I expanded 123Chem into a complete visual system. That included supporting colours, a typographic hierarchy, logo variations for every size and background, and clear guidelines that make the brand easy to apply consistently , social media post that communicates to the right audience and the website which is designed in Framer.
