Caleu
Project Background
With decades in the Chilean market, Caleu had built a strong reputation as a trusted distributor of cleaning products. Known for quality and reliability, the brand had earned recognition in both retail and industrial spaces. But as market expectations evolved around sustainability and design, it was time for Caleu to evolve, too.
Client Brief
Caleu came to Pink Dog Studio with a clear challenge: modernise the brand without losing its legacy. They wanted a refreshed identity that could speak to new audiences, reflect their growing eco-conscious values, and remain recognisable to loyal customers. The brief extended beyond branding, we were also tasked with redesigning their office and distribution centre to reflect the new identity in a physical, day-to-day environment.
Process
We started by identifying what made Caleu’s brand recognisable; the name, the red colour, and the trust it had built over decades. We then carefully built from there, the goal wasn’t to reinvent, but to modernise the brand. We refined the logo, introduced more contemporary typography, and expanded the brand’s palette with a clean mint green to signal Caleu’s eco-forward direction.
To bring the brand to life, we developed a new visual system: colour pairings, layout guidelines, and a chevron graphic that echoed movement and progress. This system was then applied across key assets; from packaging and vehicle livery to internal signage and digital touchpoints.
Meanwhile, we turned our attention to their physical space, redesigning their office and distribution centre to reflect the same bold identity. We used timber textures, branded colour accents, and open planning to create a workspace that felt warm, efficient, and on-brand from every angle.
Results
The rebrand gave Caleu a bold new voice without losing its roots. The refreshed identity modernised their look while reinforcing their heritage; striking the balance between trusted legacy and future-focused evolution. The red stayed, but took on a fresher tone alongside a new mint green that brought their eco values to life. The new chevron added energy, urgency and cohesion across the brand, from product to vehicle to print.
The introduction of sub-brand Caleu Hogar opened new doors, giving the business a way to speak to younger, digitally native audiences with a distinct yet connected identity.
In parallel, the redesigned offices and distribution centre turned the brand into a lived experience. Warm materials, better flow, and branded details transformed the workspace into something that looked and felt as considered as the products they ship every day.
