Brand

Frénéhard & Michaux is a family owned manufacturer of metal accessories for construction works. The aging core brand was loosely associated with a few satellite brands. The management team therefore asked bb&b for a complete overhaul of the brand architecture and the company’s communication. While still in the beginning of the branding process, Frénéhard & Michaux surprisingly acquired Tubesca-Comabi, a company two times its own size and running several sub-brands on its own. The rebranding of the entire company with now more than 1.000 employees obviously became a matter of utmost urgency at this point.

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.