The old brand mark was developed in an ad-hoc manner. Many inconsistencies had crept in over time and multiple versions of the logo were being used. The packaging incorporated an overly complicated colour system which confused product lines. The result was a jumbled hierarchy of information that presented poorly. The brand strategy and packaging needed to be rethought.

We established a stronger brand position for GFB to maintain centred around the tagline ‘Industrial Tough’. We evolved the logo by simplifying the previously used chevron symbol which ironically faced backwards. The static and somewhat outdated looking namestyle was brought up to date and made to look much more robust and industrial. We strengthened their colour range by adding a deeper blue. Finally we developed a hierarchy of information system governing layouts & packaging.