Diversey, Charlotte, N.C., launched a new brand identity, vision and values to ensure a prominent spot across a range of sectors, including building care, healthcare, hospitality, facility management, retail, foodservice and food and beverage.

The rebranding announcement is evidence of intent from the newly independent company, which was acquired from former parent company Sealed Air Corp.

Diversey is now a standalone company, comprising the former Sealed Air Diversey Care division and the food hygiene solution business. It is set to be based in new corporate headquarters in York County, S.C., in the first quarter of 2018.

The independent company sought to immediately redefine its core mission and brand strategy, reflecting its aim to become “the leading global innovator, developer and provider of cleaning, sanitation and maintenance products, systems and services,” says Dr. Ilham Kadri, president and CEO of Diversey.     

Diversey’s new identity was honed under the auspices of senior management drawing on counsel from London-based branding experts BrandOpus. The new branding seeks to re-emphasise the company’s range of strengths, including “the agility and decisiveness that customers can rightly anticipate, and which the newfound independence has bestowed on the company’s operations,” adds Kadri. “Diversey plays an essential role in keeping people safe in so many key sectors that we are reaffirming our ethical ideals, which we view as empowering to both our staff and our customers. As a company, we are courageous in our convictions; no matter the challenge, we seek to do the right thing. Our ethics are at the heart of our business, they are non-debatable and embraced by all employees no matter their role.”

“We deliver a vital service to our customers. Care is embedded in everything we do and everything we believe,” adds Rafael Echevarria, vice president of corporate communications. “Our business is fundamentally about people. We put people first whether that be the cleaner, employee or customer. This gives our customers total confidence to enable their businesses to grow and thrive. Diversey is a pioneer of the future and creators of connection. We believe cleaning and hygiene are life essentials. Our ambition is to continue our long legacy with a renewed energy and focus. We will responsibly and responsively deliver effective hygiene solutions and efficient cleaning technologies for our staff, our customers, our planet and our owners’ long-term benefit.”