Frénéhard & Michaux

We have performed a thorough analysis of the brand’s economic environment and culture via a management workshop. Different ideas for the new brand architecture were developed and discussed. Finally, a branded house architecture was adopted for a dozen masterbrands, each of which uses an identical symbol and typeface, whilst preserving historic brand names. The solution creates a strong and immediate “brand family” perception across all masterbrands. As part of the branding process, bb&b conceived the baseline “Trust at Height”. It emphasizes the common denominator of all of the group’s entities: accessories and tools for working at heights.