The Felgains business has been delivering products and services for over 25 years and the brand and identity has worked hard over this time to communicate the core of the offer. Felgains felt that the identity needed a refresh to bring it in line with new developments as well as re-position them going forwards.
Zeal carried out a range of interviews to look at what people inside and outside of the business thought about the brand as this was then compared against a selected range of competitor companies to understand where Felgains should fit in to the overall supply chain for their sector.
We identified an opportunity to shift from a traditional product offer to a more specific and targeted user based offer for their products, creating an easy approach to servicing their different audiences.
A refreshed identity programme was developed to implement the new identity and colour palette across communication items that included a staff handbook, overview leaflet and signage in the first stage of roll out.
The programme is on-going and is now focussed on the development of a range of new communication materials, the product catalogues and on line approach.