As an international family business rooted in the German Mittelstand, the Grolman Group plays a leading role in the transformation of specialty chemical distribution. Their ambition: to move beyond product and price – and lead the shift toward a circular, future-ready economy.

KittoKatsu was asked to develop a brand that makes this new role visible, tangible, and scalable. At the core of the strategy: a fundamental shift in Haltung. Away from technical habit. Toward purpose, progress, and partnership.

We challenged category codes and reframed the narrative – developing the brand idea Grow New to turn circular innovation into a business opportunity. Not abstract. Not moralising. But confident, entrepreneurial, and action-oriented.

We translated this positioning into a bold, modular identity system: animated EcoScapes to express movement and transformation, a signet that becomes a statement, and a tone of voice that breaks with chemical jargon to speak directly to impact.

The result is a brand that leads with conviction – at every touchpoint. From motion design to sales decks, from digital to exhibition. A brand that doesn’t explain the future, but helps build it.