To differentiate a commodity service into a premium service that is perceived to be worth the slightly additional cost. This first challenge is to promote Custom Plastics’ services as a trustworthy, high-quality brand that is able to provide a one-stop solution for all extrusion and injection molding needs. This involves a re-branding of the company. For this, we create an entire identity system that ties the corporate logo with the different “divisions”. The logos are simple, stylish and extensible to other future services that Custom Plastics may provide later. The perception we want to provide is that the company not only can deliver the service as promised, but do with a sense of style and elegance. This is very unique from the ubiquitous clunky, industrial feel that other companies have.