Dominant has announced a brand refresh, including a new look logo, website, and product packaging, as the South Australia-based company prepares for the next stage of growth.

Dominant, which supplies cleaning products and systems to industries throughout Australia, also recently  purchased a new neighbouring site located next to its Brompton headquarters.

Doug Bolzon, CEO of Dominant, said the new space will enable the business to store more raw materials and packaging, enables increased efficiencies and production opportunities, shortens lead times for customers and gives the company more space to automate services where possible.

“This strategic investment to the brand is an investment to our customers and a commitment to businesses that we supply in Australia and globally with our sister brand, Cafetto which continues to see heightened demand as hospitality returns to overseas markets,” said Bolzon.

The brand refresh sees Dominant’s traditional blue logo, last edited in 1983, modernised to “capture how the brand has matured and grown over the years.”

Bolzon said 3D geometric shapes and clean lines present a uniquely familiar yet sophisticated take on the original trusted Dominant logo.

“Our brand refresh captures where we are as a brand – still the same quality products that people have come to rely on, but now with cutting-edge technology and enhanced R&D capabilities that will see us continue to thrive in the future. The entire team is excited to see this get rolled out across the business, from our website through to packaging, labels and marketing collateral,” said Bolzon.

“We’re not only investing in our spaces and our brand but also in our environmental and sustainable practices to make sure that we’re doing what we can to provide superior first-class products while reducing our impact on the environment.

“This ranges from our water supply to our employment policies, right through to reducing our environmental footprint through the implementation of new packaging solutions and our ready to use eco-friendly range.

“In order for us to continue to grow and meet the needs of our customers both locally, interstate and even globally, the Dominant brand alongside our experienced team are our most valuable assets.”

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