Multibat
A masterpack system for a dry-mortar brand — and a new premium range
Multibat is the masonry-and-mortar binder in the portfolio of Romcim, the CRH cement company in Romania — by its own account the most-bought additive binder in the country, and the kind of product that meets the builder not in a boardroom but on the pallet. In a bag-driven market the pack is the brand’s presence: it signals, explains and sells, all on a warehouse shelf.
Brandient refreshed the brand and rebuilt its packaging as a masterpack — one coherent system across a wide range. The refresh kept Multibat’s hard-won shelf equity — the red, the bold sheared wordmark, the signature white diagonal cut and the brick-wall motif — while sharpening the names, the information hierarchy and the quality cues. The same redesign quietly carried the company’s corporate change onto the bag, the endorsing mark moving from CRH to the new Romcim: the same producer, a new name.
Brandient also created a sub-brand for the growing range — Multibat Extra Adeziv — with a color-coded variant system spanning interior and exterior plasters, fixing, finishing, thermal and masonry mixes, rolled out as production-ready artwork across the full five-SKU range. From the everyday 40-kilo binder to the specialist mix, the whole family now reads as one brand, part of the CRH → Romcim transformation Brandient led across the company.
Client:
Romcim (CRH Romania)
Industry:
Manufacturing and Industrial
Project type:
Rebranding — Brand Upgrade
Date:
2015–2020
Services:
Packaging Design · Logo and Visual Identity Program · Brand and Portfolio Architecture
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