CMC
- Client
- Chotiwat Manufacturing Public Co., Ltd.
- Scope
- Brand Strategy · Brand Identity · Brochure Design · Art Direction
- Year
- 2021
For more than four decades, Chotiwat Manufacturing, known as CMC, has produced canned tuna and pet food in Hat Yai, developing products for over a hundred brands and exporting to more than fifty countries. Ahead of its IPO listing the company needed to look like the international manufacturer it had already become. Verywhere led the brand strategy and identity refresh, then carried the new system through the company's printed communication, from the product catalogue to the annual report. The whole idea sits in one line, Yes, We Can: a manufacturer's quiet confidence, and a can, opened.
A company that makes tuna for other people's labels rarely gets to show its product as food. The refresh reverses that. CMC's tuna, salmon, soup and pet recipes are styled as finished dishes on flat planes of cobalt blue and marigold yellow, so a trade catalogue reads with the appetite of a consumer brand. The wordmark is drawn as a single continuous stroke, three letters flowing into one form, and the open can with its curled pull tab becomes the signature mark of the Yes, We Can line. Striped cans and striped cloths recur through every table setting, the report cover and the trifold, keeping each touchpoint anchored to the object CMC actually makes. The palette then flexes by category: blue for the core tuna range, yellow and teal for soup, warm neutrals for pet food, so a buyer can navigate the range by colour before reading a word.
The product catalogue does the heaviest lifting. Each category spread pairs a plain white specification page, where meat styles and media are photographed as neat product cylinders, with a fully styled table on the facing page, so buyers see both the cut and the meal it becomes. The trifold compresses the same structure into three coloured panels, the annual report turns the stripe into an illustrated fishing boat, and a billboard series, The Brand New Can, carries the line to street scale.