Diversey has launched a new brand identity, vision and values to ensure it remains modern and relevant to all of its audiences. The new brand aims to be strong and distinctive to differentiate Diversey from its competitors in a global marketplace as well as support future strategic aims. The new branding also reflects the scale of the pioneering company’s ambitions under the leadership of president and CEO, Dr. Ilham Kadri. The new brand is the result of extensive research with key stakeholder groups around the world.
Diversey is prominent across a range of sectors, including building care, health care, hospitality, facility management, retail, and food service, in addition to food and beverage. The rebranding announcement is key evidence of intent from the newly independent company which was acquired from former parent company - the Sealed Air Corporation - by private investment firm, Bain Capital Private Equity, in September 2017.
Diversey is now a standalone company, comprising the former Sealed Air Diversey Care division and the food hygiene solution business. It is set to be based in new corporate headquarters in York County, South Carolina in the first quarter of 2018.
The independent company has sought to immediately redefine its core mission and brand strategy, reflecting its aim to become: “The leading global innovator, developer and provider of cleaning, sanitation and maintenance products, systems and services,” according to Dr. Ilham Kadri, president and CEO of Diversey.
Diversey’s new identity was honed under the auspices of senior management drawing on counsel from London-based branding experts BrandOpus.