HHV Pumps
After the Atlas Copco Group acquired HHV Pumps in January 2022, the Bengaluru-based company remains the sole Indian manufacturer of vacuum pumps with decades of expertise in creating vacuum systems to meet global standards. Established in 2008, HHV Pumps has developed strong applications expertise and provides products and solutions for a wide range of applications, including distillation, drying, and degassing in process industries, as well as the manufacturing of metals and composites. They are recognized as the only Indian company with the advanced technological capability to manufacture both wet and dry vacuum pumps to global standards.
The Atlas Copco Group engaged us to update and refresh the visual identity, positioning, and communication strategy of their newly acquired brand, ensuring that the established equity from previous years remained intact and respected. HHV Pumps is currently perceived as a regional leader with a strong reputation and a long history in the local vacuum market, particularly respected in the large industrial sector and the scientific community. However, its presence is less prominent in the chemical, pharma, and process industries. The brand aspires to be recognized as an innovative company with advanced technology and a rich history. While brand recall is strong, known for maturity, innovation, and technological expertise, the goal with the new identity was to position HHV Pumps as mature, modern, and innovative.
We crafted an identity that celebrates the powerful synergy between engineering excellence and human innovation. The intertwined lowercase ‘h’s symbolise the seamless fusion of technical expertise and human creativity, forming a bold ‘H’ that embodies strength, unity, and progress.
Our positioning statement, “Engineering Humanised,” reaffirms the commitment to placing people at the core of everything HHV Pumps does. It stands as a testament to their belief that technology is most impactful when it serves humanity, enriching lives and driving positive change.
Originally from Karnataka, the HHV Pumps’ team was immensely proud of their culture and roots, so we ensured we developed a bilingual brand. The custom typeface was designed with softer curves to infuse a sense of warmth and humanity into an otherwise edgy and cold industry. There is a visible balance between the sharp and curved corners in the wordmark. The sharp corners signify the cutting edge engineering and the curved corners signify human intervention in the brand. It reflects the brand’s core philosophy and positioning “Engineering Humanised”.
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Dev Rattan Nagpaul
Managing Director, Kasaya
The refreshed colour palette truly stood out. Red, synonymous with HHV Pumps since its inception, was retained but made more vibrant to infuse new energy. While the industry is typically dominated by navy blues, reds, and greys, we differentiated HHV’s palette by introducing a deep blue and fresh aqua, bringing a sense of harmony and coolness.
We expanded the secondary palette with additional shades to enhance the creation of infographics and tech-sheets for their products, ensuring they seamlessly complement the primary colours.
We also established the use of monochromatic images in the primary colours to ensure brand consistency and enhance recognition.
The brand’s visual language has evolved from the symbol itself, adopting a dynamic, flexible, and modular style that can be adapted across various communication designs. The size, shape, and proportion of the vertical band are flexible, making it the most recognisable element in HHV Pumps’ layout system. Using this system, we redesigned every touchpoint of their communication.
The colours, imagery, and layouts work seamlessly together to create a cohesive and distinctive design identity.
Our strategy included creating marketing collateral that communicated the brand’s enhanced capabilities and global reach. We crafted a narrative that celebrated HHV Pumps’ history and its future under Atlas Copco, highlighting the benefits of the merger for existing and potential customers. Every touch-point was carefully designed for, addressing all the present and future needs.
The branding was brought to life within their factory as well, with seamless integration across signage systems, wayfinding, and tech plates on the products, ensuring a cohesive application throughout.
The refreshed HHV Pumps brand effectively merged its regional legacy with the international expertise of Atlas Copco. The updated visual identity and strategic positioning enabled HHV Pumps to gain recognition in new market segments and bolster its reputation as an innovative leader in the vacuum pump industry. This rebranding case study demonstrates how strategic branding can harmonize regional expertise with global innovation, showcasing the impact of our comprehensive approach to research, positioning, branding, and communication in transforming a regional brand into a globally recognised leader.