The perfect mixture.
PurityPlus is a specialty gas cooperative comprised of independent suppliers serving medical, pharmaceutical, beverage, utility, and other industries. The cooperative came to Borshoff to help generate greater awareness and brand equity with customers, add value to members and build consensus in the partnership across its North American footprint. We dug in with strong internal and external qualitative and quantitative research to inform our brand strategy.
To compete with larger international spec gas companies, we created a brand that leveraged the strong local relationships, availability, and service the independent suppliers provided with the highest quality and certified product customers demand. The perfect mixture!
The brand came to life with new positioning, messaging, visual identity, and collateral to provide consistency across the co-op and elevate the brand to differentiate against the majors in the industry. The entire network of 337 PurityPlus members embraced and implemented the brand strategy.