Portamix unveils new brand in Paris
Last week, Portamix was in Paris unveiling its new brand at the ‘World of Concrete’ trade show. To date the Portamix brand and its flagship products, Mega Hippo and Pelican, have sat under the Intex brand — the Australasian supplier of high quality drywalling tools.
However, the increase in international sales and the decision to allow Portamix to separate from Intex called for a complete rebrand. We overhauled the identity to modernise and strengthen it, and the roll-out included a new website, stationery and brand guidelines. For the ‘World of Concrete’ trade show in Paris, we designed the tradeshow stand to feature Portamix’s two key products.
Yes, ‘World of Concrete’ is a thing. It is the industry's only annual international event dedicated to the commercial concrete and masonry construction industries and attracts over 1,500 exhibitors and 58,000 registered delegates — and that is a vast, contextually relevant, and engaged audience to see and interact with Portamix’s new brand.
A key point of difference in a saturated environment will be the edible concrete chocolate that the Portamix ambassadors will be handing out. A London-based chocolatier has brought to life the grey marbled chocolate we had envisioned. We worked with Marc Spijkerbosch, a multi-award winning artist to create a perspective artwork which highlighted the New Zealand made aspect of Portamix.