Henkel
Gold Express
Brand Experience
Henkel's premium relaunch, staged as a bullet train.
Henkel's sales and marketing team wasn't just launching new premium products, they were signalling a shift, a declaration that the business moves faster, aims higher and delivers more value than the market expects. We built an event identity around a single idea: Henkel as a bullet train, state-of-the-art, precise, unstoppable, carrying pure gold as its cargo. Every touchpoint was engineered to make 200 people feel like they were boarding something historic.
Sector
Consumer Goods
Services
Event Identity
Creative Direction
3D Animation
Key Visual Development
Henkel has always moved fast, but this time the speed was about more than pace. The team was launching a new premium tier across Persil, Pril and Tage, and they needed to feel the weight of what that meant. So we built a concept around the moment, with Henkel as a bullet train and the new premium products as the gold it was carrying.
The venue didn't just carry the concept, it became it. Walking in, attendees found themselves inside a train station, with platform signs, departure screens and the train pulling in on every wall. The identity wasn't something they looked at, it was something they stood inside.
200 people, one departure. Gold Express brought the concept to life across every layer of the event, from stage and screen to collateral and environment. Not as a theme but as a complete world.
CREDITS
Creative Lead | Design
Ahmad Padash
Art Direction
Ali Aghaei
Event Production
Ramin Hashemi
3D Animation
Farshid Monfared
Agency
Four Mind
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