It is always difficult to rebrand organisations with history. Their brands are entrenched with equity that have been built over much time. But, how do you balance equity with relevance – you cannot forego one for the other. And cannot remain “stayed” in a fast changing market. We needed to remember that this iconic brand celebrated their 125th year of business in 2015 and has become a global symbol.
Their vision was to rebrand into a fresh, contemporary look and this needed to be done with all the necessary due consideration given to their past.