- SECTOR: Corporate -
- TYPE OR WORK: Branding -
- COUNTRY: Mauritius
Alteo is Mauritius’ largest sugar producer and has substantial sugar operations in Kenya and Tanzania. The brand was born out of a merger between FUEL & DRBC, two key industry players. Our brief was to create a new name and brand identity, which would speak of their leadership in the sugar industry and reflect their ambition to grow and develop new renewable energy and property sectors.
We accompanied this multinational Group in defining its brand positioning and purpose. Derived from the Latin word “Altus”, we created “Alteo” and the tagline “Vision in Motion”. The new brand encompasses the vision of the new Group - To reach new heights through its plans of local and international expansion by leveraging on the expertise of employees and combining resources to sustain competitiveness. The brand identity takes inspiration from a sugar cane leaf, symbolising a growth curve.