unity in diversity

unity in diversity

Imposing a single uniform corporate identity onto all of the divisions and entities would be neither possible nor desirable.

Challenge

Based in Belgium, the Beaulieu International Group is an international manufacturer of raw materials, intermediate goods and finished floor coverings.

Started as a local business in 1959, Beaulieu has grown into the Beaulieu International Group with 30 locations in 8 countries.

The process of growth through takeovers and expansion resulted not only in profits, but also in a highly complex structure of diverse brand identities. Some of the divisions, particularly in B2C, already had strong brands of their own, while others were virtually invisible.

In addition, the old brand identity no longer corresponded to the group's current activity as an international, high-tech innovator.

Our challenge was therefore twofold:

  • To come up with a clear, transparent brand structure, and
  • To develop a new brand identity that would accurately reflect the character of the Beaulieu International Group.

Solution

In looking for a solution, it soon became clear that imposing a single uniform corporate identity onto all of the divisions and entities would be neither possible nor desirable.
Many of the divisions, especially those in B2C, already had their own strong brand designs. Doing away with them would only lead to confusion, not to mention loss of the existing brand value.

In consultation with the client, we developed a dual brand architecture. For the B2C-brands, this became an "endorsed brand” strategy whereby the existing brands would be retained but would be reinforced by a label with the Beaulieu International Group logo and a slight adaptation of the house style. Without diminishing the strength of the original brand, this adds an innovative international connotation across the entire brand identity.

The B2B-divisions generally did not have a brand of their own and in these cases we opted for a "monobrand" strategy, creating a single, uniform identity that would still leave room for visual differentiation. Each division is given the new Beaulieu group logo and colours, but by adding their own descriptor and a unique graphic pattern, the divisions can be clearly distinguished both internally and externally.