AceChem is a family-owned manufacturer that's been around since 1935, looking to update their brand identity. They manufacture and distribute high quality industrial cleaning solutions, focusing on the food industry. We came up with a number of options for brand visuals all with an eye to a clean and modern profile, unfussy and professional. The concept they chose includes an apex shape made up of a fractal of colors in the blue-purple-green hues. The apex forms the A in AceChem. Also shown is a design for business cards, and other concepts shown in the initial presentation.