Halcyon Agri
Supply Chain Branding: Halcyon the world’s leading integrated supply chain rubber company
Supply Chain Brands: Tangible rebranded Halcyon Agri in 2014, then after four years of acquisitions, geographic growth and an ever-increasing portfolio of products and services, the brand needed to be reviewed. Halcyon Agri had moved beyond crumb rubber to deliver a broader range of products for industries that require natural rubber as an irreplaceable natural ingredient.
Halcyon Agri are now one of the worlds largest and most forward looking integrated natural rubber companies. They own and manage plantations, natural rubber processing factories and a global distribution network for both crumb rubber and latex. Halcyon Agri are also leading the adoption of new technologies to ensure the industry has a sustainable future and the everyone in the supply chain is rewarded for sustainable practices
Marketing & Communications
Halcyon Agri has moved beyond the crumb rubber supply chain, so the brand name was abbreviated to ‘Halcyon’. The personality took a more authoritative tone because Halcyon wanted to reflect their expanded capabilities and influence. Tangible then developed a suite of communications collaterals. The website became the focal point which we moved beyond a corporate site to become the industry advocate of ‘everything rubber’.
People & Culture
Tangible reviewed and aligned Halcyon Agri’s internal initiatives and product offers. Under Halcyon Agri’s CSR activities we created ‘Halcyon Global Village’ and identified 5 key activity areas: Community Engagement, The Environment, Responsible Supply Chain, Social Investment and Stakeholder Engagement.
Products & Services
As part of the Halcyon brand refresh, Tangible reviewed the Halcyon owned ‘Corrie MacColl’ brand. Corrie MacColl holds Halcyon’s assets in Africa including their integrated supply chain businesses and value-added services. Tangible also developed the Hevea Pro and Latex Pro product brands for the group.
