When Milcobel was confronted with the need for a legal name change, the opportunity arose to critically review the group’s visual identity and brand structure.

The challenge was to modernise the corporate brand without launching a high-profile rebranding or campaign. At the same time, the coherence between the various business units needed improvement.

Remarkable conducted a strategic analysis of the existing brand architecture and the visual consistency between the entities. In close collaboration with Milcobel, we developed an adjusted brand structure that clarified the relationships between the corporate brand and its business units.

Additionally, we formulated clear guidelines for the uniform application of the updated logo and visual identity, tailored to a gradual and low-profile rollout. The focus was on consistency and recognisability without disruptive changes for customers or partners.

To arrive at a well-supported solution, we started with an in-depth analysis of the existing brand architecture and the visual identity of Milcobel and its business units. We mapped the interrelations, strengths, and areas for improvement within the brand portfolio.
Through workshops and alignment with the management team, we explored which adjustments were necessary to comply with legal requirements while also streamlining the brand structure without undermining the trust of employees, members, or customers.

Based on these insights, we developed a pragmatic brand strategy: a refined architecture that places the corporate brand at the centre, clearly positions the business units, and remains flexible for future developments.

In parallel, we created uniform guidelines for applying the updated logo and brand identity, after which Milcobel’s own marketing team could refine and implement the style across various materials and applications.

Today, Milcobel benefits from a clear brand structure and uniform guidelines that strengthen the alignment between its corporate brand and business units. The new approach supports a gradual and discreet transition, fully in line with Milcobel’s vision of evolution and continuity.

Would you like to strengthen your brand structure and prepare for future growth? Get in touch with us.