Unlocking the personal care
chemical value chain

Gravel Top Banner 1


Gravel is an ingredient supply and demand intelligence platform that helps manufacturers and brands understand what's happening in the chemical ingredients space to help enhance decision-making for brands and suppliers.

They approached us in the 2nd half of 2023 to help them build a new brand strategy, visual identity and website that better tells their story and positions them for further growth in 2024.

Brand purpose for Gravel by Klutch Studio
Logo design for Gravel by Klutch Studio
Proposition for Gravel by Klutch Studio
Planet gravel diagram with drop down
Lab image for gravel by Klutch Studio

Unlocking the chemical value chain

An industry first, Gravel gives absolute line of sight across the entire chemical ingredients value chain. Mapping and creating real value for all that use it, allowing them to accelerate the chemical industry.

The key to the value chain

The creative idea was centred around Gravel being the 'key' to the chemical value chain. Their brand marque was developed to act as the key and the full visualisation of the chemical value chain or 'world' in the form of an ever-evolving and dynamic globe style visual, defined and sectioned into clear segments of brand, suppliers, chemical and end product. They are then linked into smaller chains within the global view and could be expanded depending on what the viewer wanted to find out more about. An exact visual of how the platform works.

It was this 'chemical world' that was used to create the identity and could be used in multiple ways at any scale again from a full view of the value chain to a macro view of just one small connection or chain.

Gravel website mobile designs
Image and graphic for Gravel
Phone mockup for login screen on Gravel website
Favicon design for Gravel website
Gravel website design on iPad mockup
Gravel website components
Gravel business card designs
Cover designs for Gravel
“Working with Klutch has been the best decision we have made for our brand and website. They are professional and creative and most importantly, they delivered. We now have a brand that represents our value that is ownable and distinctive.”
Karen HoCo-Founder & CEO
Keychain mockups for Gravel by Klutch Studio
Lanyard mockup for Gravel
Brand guidelines for Gravel by Klutch Studio

Services & Credits

Finally, a big thank you to Karen and To Hong for allowing us to bring this one to life.

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Brand Strategy
Logo Design
Visual Identity
Website Design and Build


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