The brand is a holding company that has NEAT Disinfectant Products and Easy Clear brand underneath it, it was designed to reflect the two brands visual language and style. As the name already implies, the concept was derived from two routes professionalism and modernism thus creating an identity that consumer will identify themselves with being young but trustworthy. To position the brand as a global organization the visual style stands for modernity yet with a creative twist since ‘ICE ME’ can be understood as ‘me’ or Middle East. The name allowed for a direction that stands for playfulness but with a corporate look & feel.

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