Good Design 2017 (G-mark), K-Design Award 2017 (Bronze Winner), iF Design Award 2017 (Winner), Golden Pin 2015 (Winner)


The company

From its humble beginnings as a local Taiwanese manufacturer of motors, Proril (formerly Fangcheng) has grown into a globally-recognised manufacturer of submersible pumps. These are deployed in a range of contexts, including water supply and disaster control. The firm’s success is being driven by its dedication to excellent quality, as well as its commitment to research and development.


The challenge

In an increasingly competitive global market, Proril found itself facing a series of important business development decisions. The firm ultimately decided to embark on a strategic transformation; it wanted to move from being an original equipment manufacturer (OEM) to an original design manufacturer (ODM), thereby expanding its service offering and strengthening its international profile. Not satisfied with purely domestic operations, Proril set its sights on becoming a powerful and enduring international brand. The company’s management asked Process to redefine its brand – to reposition the firm with the help of a fresh corporate identity that would set it apart from its competitors.

The solution

The first step for the Process team was to establish a new brand strategy. Then came the new company name and product-naming system. “Proril” is a combination of the English words “professional” and “reliable”. Our choice of colour palette was inspired by two attributes associated with the Taiwanese city of Kaohsiung in which the company is headquartered: sun and blue sky. Our imagery depicts people and machines in real situations and is an important element of the rebrand. In a second step, we designed a new website, new packaging, and new product identities to communicate Proril’s professionalism, passion and global ambitions.