Logo of a brand called 'Bell' with a stylized letter 'B' designed to look like a slice of cheese, on a black background.
Logo of a brand called 'Bell' with a stylized letter 'B' designed to look like a slice of cheese, on a black background.

CLIENT: Bell Chemicals
INDUSTRY: Industrial Chemicals
PROJECT: Brand refresh and expansion
CHANNELS: Print, Digital, Photography, Trade Shows, Brand Guidelines

Bell Chemicals

Bell Chemicals is an Australian manufacturer of specialist cleaning and chemical solutions.

While the business had built a strong reputation, its visual identity no longer reflected the innovation, professionalism and bespoke quality behind its products.

I was tasked with evolving the existing identity into a refined brand system that could support future growth while preserving the recognition the company had already established.

The original Bell Chemicals logo relied on thick, heavy forms that often dominated supporting designs and collateral. As the brand evolved, the identity no longer reflected the company's innovative direction and felt dated alongside competitors.

The refreshed logo introduces a cleaner, lighter aesthetic that better communicates the brand's modern, professional, and forward-thinking positioning while improving flexibility across print and digital applications.

Display of promotional materials and office supplies in shades of green, including notebooks, pens, a business card, and a brochure, set against a light gray background.
A person arranging dark-colored spray bottles and a potted plant with broad leaves on a white table.
Comparison of old and new Bell logo designs with text 'The old' on the left and 'The new' on the right.
Collection of logo variations featuring a stylized letter B with circular shapes, in black, gray, and green colors, accompanied by the tagline 'Innovation Tailored to Your Brand.'
A collection of spray bottles and a pump bottle on a surface, with plants in the background, all in black and white.
Black and white photo of a wooden stool with two potted plants on top, a basket filled with bottles and a towel next to it, set against a plain white background.
Person using a spray bottle labeled for cleaning or hygiene on a white sink with a paper towel or cloth.
White containers with black caps labeled as mirror finish rinse aid for dishwashers, stacked on each other.
Two vertical promotional banners with a green and white color scheme. The left banner displays the logo and name "Bell," along with the phrase "Innovation Tailored to Your Brand," a website URL, and icons with text for service areas like product brief, R&D formula, source packaging, graphic design, regulatory compliance, produce & ship, and after sales service. The right banner shows a black and white image of hands handling spray bottles and other containers, with a sprouting plant in the background.
Open brochure with green and white pages, displaying text about commercial cleaning solutions and a black and white photo of a person handling laboratory equipment.

The refreshed identity established a scalable visual system that continues to support Bell Chemicals across print, marketing and exhibition environments.

By refining rather than replacing the existing identity, the brand retained customer familiarity while presenting a more confident and contemporary image aligned with the company's growth ambitions.

  • Lead Graphic Designer

  • Responsibilities

  • Brand Strategy

  • Logo Refinement

  • Creative Direction

  • Photography Direction

  • Brand Guidelines

  • Marketing Collateral

  • Trade Show Design

  • Stakeholder Collaboration

  • Print Production

Open branding style guide with color palette and branding elements on white background, featuring a green cover with a logo and black and white photo of bottles on factory assembly line.

The most rewarding part of this project wasn't redesigning the logo—it was building a complete identity system that gave the business a clearer, more confident way to communicate with its customers.