Renewed Brand of Metafrax Group

Total investments amount to more than EUR 950 million. – ‘At the moment, Metafrax is implementing its largest investment project in its history — Ammonia-Urea-Melamine Complex Construction Project. This is very important because today our trading companies are located in Russia, Europe and East Asia,’ explains Seyfeddin Roustamov, beneficial owner of PJSC Metafrax. To begin with, it would be necessary to build up consistent visual and logical communications of the group companies. The business expansion and its branching out to the international markets required to contemplate the brand again.
The company says that the rebranding is necessitated by the rapid expansion of business. In addition, Metadynea, its subsidiary company, has been on the list of the largest producers of synthetic resins in Europe. The company is already the largest producer of methanol, pentaerythritol and hexamine in Europe.
As a result, at the moment, the Group includes 15 companies based in Russia and abroad. A large number of subsidiaries (both acquired and established from scratch) appeared in the structure of Metafrax Group. Export supplies are made to 60 countries of the world. The Group continues its active expansion in the foreign markets: at year-end 2017, the share of exports in the turnover of the Group companies exceeded 50%.
Today, the project has been fully launched,’ comments Maria Konovalova, PR Advisor to the Chairman of the Board of Directors at PJSC Metafrax). ‘The decision to launch the project was approved by the Board of Directors of the Company in April.
– ‘At the research stage, we will analyze the Russian and the foreign markets, business portfolios of the companies of Metafrax Group. This will help us understand the brand family architecture. Following the analysis, we will start to create the positioning strategy and the brand platform. And only thereafter, we will proceed with the stage of visualization and design,’ says Beso Turazashvili, CEO at Electric Creative Agency.
The service contract is concluded with Electric Creative, a multichannel strategic communications agency. Metafrax has started its rebranding process.
Maria Konovalova, PR Advisor to the Chairman of the Board of Directors at PJSC Metafrax, was appointed the Rebranding Project Work Group Leader. The Project Managing Team also includes the members of the Board of Directors and the top managers of the company.
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At the initial stage of rebranding, a general project concept should be developed. At the end of this stage (scheduled for the end of 2018), the brand name should be created, as well as the brand family architecture in general subject to the diversified business of the company. A research of industry trends and competitive environment, interviews and some other preparatory activities will be performed for doing so.
It is planned that by the end of 2018 this figure will approach 50 billion rubles. The revenue of Metafrax Group has increased 3.5 times since 2011: from 13.2 billion rubles to 45 billion rubles by the end of 2017. The Group’s turnover has been growing due to the active investment policy, increasing production and sales, and expansion of the assets portfolio.
PJSC Metafrax, Russia’s largest producer and exporter of methanol and its derivatives, started its rebranding process. The renewed brand of the company will be presented in July 2019; a full launch of the brand is scheduled for autumn 2019.
The next stage (scheduled to be completed in July 2019) will focus on the visualization of the brand as such, including a detailed design of the brand, creation of the brand book, development of a communication concept, and creation of a brand website.