Research into the brands across the European markets that they operated in at the time, revealed 2 brands that had stood the test of time, and had the most traction in the marketplace; Conex in the UK, and Bänninger in Europe. The decision was taken to create the umbrella brand Conex Bänninger, and then align the product brands under it, whilst unifying them with the same visual identity treatment. The colours used had significance for both markets.
The branding was rolled out to all markets through a set of brand guidelines we developed, and through a staged process for stationery, websites, packaging, brochures, exhibitions, livery, signage, advertising and intranet, with guidance for visual devices.
A separate identity document was also developed for the IBP brand, which, as part of the process, became the umbrella brand for the Group.