The parent company behind Brax, Leineweber GmbH & Co KG, reported a revenue of €304 million in 2023. A significant contribution to Brax’s future growth strategy is expected from revitalizing its brand image: The goal was to make Brax relevant and attractive to new and younger audiences. Brandpulse developed a new logo and a comprehensive rebranding concept, introducing updated colors, typography and design elements.
Following the new brand identity, Brandpulse developed the product branding in a workshop with 20 Brax product development managers: The objectives of the brand within the various product groups were defined. From these results, Brandpulse created guidelines for implementing branding on the products. This brand refresh includes the newly developed logo as well as a branding code based on the colors Dark Grey, Riviera and White Sand.
Brandpulse also created mood boards to visualize the new brand’s look and feel, serving as a foundation for POS implementation and interior design. Along with guidelines for POS communication, this ensures a comprehensively consistent brand appearance. Overall, the brand’s new visual identity ensures better recognition among customers while also emphasizing the quality of the products. Brax is gradually introducing the rebranding, with the new look expected to be fully visible starting in January 2025 with the launch of the Spring/Summer collection.
