Background 

Ceys is the leading brand in the Spanish market for adhesives and sealants, with a broad portfolio that also includes waterproofing and repair solutions. Its strong track record has positioned it as a key partner for DIY professionals.

As part of its commitment to continuous improvement, the brand aimed to evolve its identity to strengthen its positioning, project a more global image, and further consolidate itself as a benchmark for trust, efficiency, and quality in the market.

The challenge

To convey a more competitive and cross-cutting brand that connects with all its audiences without losing clarity, didactic value, or visual consistency—through a strategic concept, a coherent brand model, and a single narrative.

To organize the hierarchy and relationships between brands and clarify portfolio segmentation, defining a more intuitive system to drive sales. Additionally, to redesign the visual language so it remains consistent across all touchpoints and reinforces the perception that Ceys never lets you down.

The solution 

We developed a new brand model that reinforces Ceys’ value based on the quality, efficiency, and reliability of its products. To support this promise, we also created a new brand tagline, “Infalible”, which captures the idea that Ceys never lets you down.

Building on this foundation, we defined a new visual identity that balances impact and dynamism, materialized in a more consistent, structured, and user-friendly packaging system designed to clarify the range and improve navigation.

Finally, we supported the entire transformation with a launch plan that brought the new identity and positioning to both internal and external audiences.

The result is a strong, coherent, and distinctive brand, ready to continue leading its category with a more professional positioning that connects with all its audiences.