Indorama Ventures: Simplifying a global portfolio to drive growth

BRAND STRATEGY | VISUAL IDENTIY | NAMING | BRAND ARCHITECTURE

Indorama Ventures (IVL) is a global leader in sustainable PET solutions, with a growing portfolio built through extensive acquisitions. Over time, IVL’s Fibers division had become fragmented, spanning more than 190 brands and making it difficult for customers to navigate or understand the full offer.

The challenge was to unify this complex portfolio under a clear, scalable structure. One that simplified the customer experience, strengthened IVL’s brand value, and positioned the company for future growth.

The idea

We developed a brand architecture that consolidated IVL’s 190 products into seven distinct, benefit-driven platforms: Sustainability, Strength & Durability, Lightweight, Sense & Experience, Macro Protection, Micro Protection, and Smart Fibers.

Inspired by IVL’s sustainability brand “Deja,” we crafted platform names that were both functional and aspirational, creating a cohesive language that reflected the unique value of each platform while making the overall offer easier to navigate.

Create

To bring the strategy to life visually, we designed a set of platform-specific identities, each expressing its core benefit while aligning with the overarching IVL and Deja brands.

Icons became central to the system: Stronga’s hexagons suggest tensile strength, Lighta’s downward arrows convey lightness, and others use science-inspired symbols to reflect their respective benefits. The cohesive design language reinforced the sense of a unified portfolio while giving each platform its own recognisable visual cue.

In the world

The new structure provided IVL with a clear, customer-friendly framework, helping customers understand the breadth of the offer and find the right solution more easily. Internally, it aligned teams around a shared vision and simplified communications.

By creating a scalable, visually engaging system, IVL was able to strengthen its brand value, improve customer engagement, and support its strategic ambitions in an increasingly competitive market.

  • Clients: Indorama Ventures
    Agency: Accenture Song
    ECD: Camille Yin
    Strategist: Julian Earl
    Design: CJ Brown, Axel McHugh, Joel Brunn

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