New brand identity

New brand identity
May 29, 2015 mg_haltermann

Frankfurt, 1 June 2015. The HCS Group, a leading global manufacturer of high-quality hydrocarbon-based and speciality chemical products, is unifying its brand identity with immediate effect: in future the existing Haltermann and Petrochem Carless brands will supply worldwide customers with products and services under the Haltermann Carless brand. Racing fuels will be sold under the ETS Racing Fuels brand. Simultaneously to mark the launch of the new brand offering, the Group’s entire corporate design and corporate identity have also been revised.

The new brand identity is a logical step as part of the company’s ongoing growth strategy. The two traditional Haltermann and Petrochem Carless brands have existed under the umbrella of the HCS Group since 2013. The French fuel specialist ETSP has also been part of the corporate family since 2014.

“With our consistent brand image, we are creating the conditions for our global growth: we are setting ourselves more clearly apart from our competitors and are simplifying the brands’ communication in their respective markets. The integrated approach enables our clients to simultaneously benefit from the Group’s global orientation and localised products while gaining products and services from a single brand source,” explains Uwe Nickel, CEO of the HCS Group.

As part of the new brand identity, the HCS Group now has its own claim for the first time. For this purpose the shared values that make the company so successful were crystallised. “Our new claim, Passion Pragmatism Partnership, describes what we stand for in a nutshell and raises our profile as a strong medium-sized enterprise,” explains Henrik Krüpper, Chief Sales Officer and responsible for Marketing & Sales in the Group. “Our customers value the passion that imbues our business activities. They know us as trustworthy advisors who work in a solution-oriented manner in partnership. We know our customers and we
know what is important to them. That’s why our customers trust us and our market expertise,” says Krüpper, summing up the Group’s recipe for success.

As part of the further development of the brand identity, the redesigned brand website is also going online to supplement the Group’s website (, whereby you can find more details about the range of products offered by the brand at The website’s content, which has now been made clearer and more informative, not only enables users to gain a precise overview of the brand’s range of products but also clearly shows how the Haltermann Carless products are used in everyday life and how chemical
innovations will make the industry fit for the future.

About the HCS Group

The HCS Group is one of Europe’s leading manufacturers of specialty chemicals and solutions in the hydrocarbons sector and is headquartered in Frankfurt am Main, Germany. The globally active Group operates sites in Belgium, Germany, France, the UK and the USA. The core of the Group includes the Haltermann Carless and ETS Racing Fuels brands. The HCS Group belongs to H.I.G. Europe, a subsidiary of the US private equity company, H.I.G. Capital.

Press contact

HCS Group
Petra Metzger
Phone: +49-69-695-386-188