In the 1950s, a young blacksmith crossed the sea dreaming of the prosperous life that Latin American horizons promised.
Between the 1960s and 1970s, Matalaire was born, a company that offered industrial commercial ventilation solutions for a country under construction. The development of the ventilation ducts for the “Torres del Silencio”, an architectural icon located in downtown Caracas, was the beginning of that young man’s dream. During the 70’s the Venezuelan market continued to offer opportunities for industrial growth. For this reason Inoxven was created, leader in the national production of residential sinks for years and a fundamental part of the Venezuelan homes of those times.
A few years later, and hand in hand with Inoxven, Especmetal was born. The capacities developed in the metal-mechanic industry allowed the opening to the hardware market, offering a wide range of measuring instruments to the national market.
But the desire for growth and the dream of that young man did not stop there and so Alkimon was born with the desire to reenergize and reorganize the entire portfolio into a single brand. The family legacy in the metal market, developing stainless steel products for restaurants and homes, begins to write a new page in a more modern and demanding market.
Today, the dream of that man has a name, Alkimon, a company that represents and develops products for brands such as Cercas Doberman, Espec-Metal, Alkimon, and Helen Ware in Brazil, Venezuela and the Dominican Republic.
What we did
Alkimon, from metal to product.
The name Alkimon, comes from the word “Alchemy”. Alchemy has existed since ancient times and is a term that is mainly related to the transmutation that can occur in matter. Focusing on the more spiritual aspect of alchemy, it is about turning man into gold or into something more than a mere earthly body. But in more basic concepts it is a path where the dense is transformed into something much more subtle, as happens with metals
Hence the name Alkimon, that purpose of converting simple metals into high quality products. At Noduz, our job was to create a strategic platform, and then to design an innovative identity that would effectively convey the company’s values.
We started by developing a brand strategy, using our methodology and starting from a co-creation process with the client where we built the creative idea. We expressed the values of the new value proposition and shaped the ambition of the business by translating them into a winning strategy and identity.
The brand idea expresses a new company capable of adapting to the times without forgetting where it comes from and going beyond traditional systems. This strategic approach conveys adaptability, resilience and growth.
An ancestral concept shaped in modern times
The logo, a tangible representation of the concept of alchemy, is illustrated in an isotype that takes as a base the symbol of gold (a circle with a dot in the middle) and serves as a basis to inspire and shape the basic process of alchemy: the transmutation of a crude metal to gold or in our case to an exquisite piece of steel.
We synthesize that process by graphing inside our circle that process that begins with the “A” of our name and continues with the “M” (from MON, the second part of the name) to complete in a graphic summary a process from beginning to end and give shape to something wonderful.
A palette of bright colors, with red as the protagonist representing the molten metal and dark gray representing the color of the metal already transformed. We expanded the identity to a series of moving design elements along with imagery to create a unique and cohesive visual experience.
The new visual identity narrates a system in which a simple metal makes a dream come true and the goals a company. From this system, we developed a narrative that builds on key concepts.