Case Study: Butek Tanks Industrial Brand Identity and Global Website
Butek Tanks is a specialist division of Butyl Products Ltd, manufacturing corrugated steel water tanks and water storage systems for global industrial markets.
As a newly established division, Butek Tanks required a distinct industrial brand identity and digital platform capable of supporting international growth while remaining strategically aligned with its parent company.
This was not simply a logo exercise. It was the creation of a scalable brand identity and structured digital presence from the ground up.
The Risk
Without a clearly defined industrial brand identity and structured website:
- The division risked appearing fragmented from the parent organisation
- International credibility could be weakened
- Complex technical products could be poorly communicated
- Global enquiry opportunities could be lost
In industrial sectors, clarity directly impacts procurement confidence.
Phase 1: Industrial Brand Identity and Architecture
The first priority was to define Butek Tanks’ position within the wider Butyl Products group.
We clarified:
- The positioning of Butek Tanks as a specialist industrial manufacturer
- The relationship between the parent brand and subdivisions
- How additional divisions could be incorporated without brand confusion
With this structure defined, a robust brand system was developed, including:
- A durable, precision-led logo
- An industrial colour palette reflecting strength and reliability
- Structured typography for technical communication
- Brand guidelines ensuring consistent application across trade, documentation and digital environments
A separate but visually connected identity was created for the pond liner ecommerce division, ensuring differentiation while maintaining cohesion.
Phase 2: Global Website Development
With the industrial brand identity established, a comprehensive website was developed to support global operations.
The website was designed to:
- Serve engineers, consultants and procurement teams
- Present technical specifications clearly and logically
- Support international enquiries
- Reinforce UK manufacturing credibility
The platform included:
- Fully responsive design
- Multilingual capability
- Structured product catalogue
- Streamlined global enquiry system
For the pond liner division, a dedicated ecommerce platform was built to support direct-to-consumer growth while maintaining group brand alignment.
Phase 3: Digital Growth Strategy
To support the launch of the new industrial brand identity, a structured digital strategy was implemented.
This included:
- Search engine optimisation targeting sectional water tank and storage terms
- Industry specific content marketing
- Targeted PPC campaigns in key international markets
The objective was qualified industrial enquiries, not superficial traffic growth.
Impact
The project delivered:
- A clearly defined industrial brand identity aligned to the wider group while standing independently
- Structured brand architecture capable of supporting additional future divisions
- A global website built for engineers and procurement teams, supporting international enquiries
- Clearer technical communication and product navigation across digital and trade environments
Most importantly, Butek Tanks transitioned from a newly formed division to a credible global industrial brand with a structured and scalable digital presence.
Operating across multiple divisions or international markets?
Before investing in brand or website development, ensure your brand identity and digital structure are aligned.
