BR Metals Rebrands & Introduces New Service Offerings

New brand elevates the company’s focus on customer centricity and expansion into new business lines

Singapore, December 12, 2018 – BR Metals, a market leader in precious metals recycling, has recently undergone a comprehensive rebranding exercise. Today, BR Metals unveiled its new logo, tagline and positioning. The brand audit has reaffirmed its strong reputation, carefully built over the years based on trust and value for its clients. Moving forward, BR Metals will leverage on its current brand image to create various sub-brands to power its growth in Asia Pacific.    

Amidst the changing market dynamics, the rebranding is a critical part of BR Metals’ strategy to grow and diversify its business, as well as to establish a strong foundation for new opportunities. Over the next few months, the company will implement a series of strategic initiatives to expand its market and foot print across Asia Pacific. Among them is the introduction of an electronic scrap recycling division and a precious metals trading unit. With the rise of electric vehicles (EVs), BR Metals is also actively exploring the recycling and trading of EV battery metals.

“Even as we continue to grow and diversify in this volatile business climate, it’s crucial that BR Metals retains the ethos that have long set us apart from the competition,” stated Frank Chen, Chief Executive Officer of BR Metals. “The insights from this rebranding project enable us to take on the various challenges ahead and ensure that we get the right message out to the market. I’m very happy with our new tagline which states “Trusted Partnership. Lasting Value”. It signifies the strong commitment of everyone at BR Metals to serve our clients and vendors with utmost integrity and deliver outstanding value that lasts”.

ABBA Consulting provided the marketing research and brand consultancy that shapes the firm’s new brand positioning and identity, identified the BR Metals’ core values, and formulated future marketing strategy. The project was supported by Enterprise Singapore, the Singapore government agency that supports high-growth SMEs and larger companies to hone their competitive edge and grow market share.

BR Metals Group New Logo

Logos for Business Units

New English Tagline

Trusted Partnership. Lasting Value

New Chinese Tagline


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About BR Metals Pte Ltd

BR Metals is the leader in precious metal recovery. We set high industrial standard as a trusted partner that provide responsive services and create sustainable value for clients.

Our operations in Hong Kong, Guangzhou and Singapore purchase, process and analyse used catalytic converter, petrol-chemical catalyst, and other scrap materials to recover platinum, palladium and rhodium as well as other precious metals.

It is our commitment to positively contribute to clients’ well-being based on flexible arrangement, fair and transparent trading.