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In 2015, as the 100th anniversary, Denka Co., Ltd. implemented a new V.I. and is now in the process of developing its corporate brand strategy for the next century. Based on a core concept of "communicating Denka's manufacturing through design uncharacteristic of a BtoB chemicals manufacturer", Denka has started a rebranding project for "Uruoi Series" of skincare products that contain high concentrations of hyaluronic acid developed by Denka. In order to achieve a design that embodies the new V.I., Denka recruited groovisions (which had worked on Denka's V.I.) to manage its rebranding effort.
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