October 21, 2021Published by: Charlea Glanville

Battenhall launches major rebrand for CPL Aromas

We're proud to announce the launch of a major project for Battenhall: a complete rebrand of a client’s visual identity, including a new website.

CPL Aromas is the largest fragrance-only fragrance house in the world. It was founded in 1971 by two brothers, Michael and Terry Pickthall, who grew up with perfumery in the family.

What started as something small, built from a love of scent, has since grown into a major international fragrance house – serving customers in more than 100 countries, with 18 locations across the globe.

CPL Aromas rebrand

The brief

To celebrate the company's 50th anniversary, CPL Aromas felt it was time to refresh its visual identity – to represent where the business has come from, as well as the direction in which it is now going.

CPL Aromas has always been at the forefront of fragrance innovation; it was therefore key to reflect this in the new look and feel, as well as showcasing the brand's heritage, family roots and focus on sustainability and creativity.

CPL Aromas rebrand

What’s changed – and why?

Battenhall worked on the visual identity, which then fed into all touchpoints of the CPL Aromas brand, including a refreshed website.

At the core of the identity is what we coined ‘The Playful Square’ – a device borne from innovation and collaboration being the heart of CPL's DNA. The mark represents progress through these methods and gives the brand a device it can use across all touchpoints including moving image – an area that the company found challenging to stand out in.

Our rebrand project aimed to attract and direct CPL Aromas towards clients (new and existing) and new talent. This inspired our use of bold, rich, people-focused imagery, and an overhaul of website copy with a warm, captivating tone of voice.

CPL Aromas now has an adaptive brand that works for digital applications. Its internal marketing team has presentation decks, digital brochures, icon suites, animations and more at its fingertips to adapt to the needs of clients and customers. In short: a versatile and scalable brand better suited to the company's needs.

All new icons, photography and brochures were produced encompassing the refreshed brand guidelines, which will provide a platform for the company to grow over the next 50 years and beyond.

CPL Aromas rebrand

What’s next?

CPL Aromas’ new website is now live in all its rebranded, revitalised glory. The new visual identity will soon be deployed across the company’s 18 offices and five production sites around the world – a truly exciting, global new chapter for the CPL Aromas brand.

But the journey doesn’t stop there. Battenhall is supporting CPL Aromas on its social media and marketing content, to ensure the new visual identity and voice can be seen and heard across all touchpoints.

Check out the new website and follow CPL Aromas on Instagram, Facebook, Twitter and LinkedIn.

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