A strategic brand refresh and name change project modernising a long-established European manufacturing business.
Project Overview
Flambeau Europe is a UK-based plastics manufacturer specialising in injection moulding, tooling, assembly, and distribution. Operating as part of the wider, US-owned Flambeau group, the business supports customers across Europe from its manufacturing base in Kent. We delivered this brand refresh and name change project over approximately one month, modernising the business’s identity while maintaining strong alignment with the global Flambeau brand.
Industry: UK Manufacturing · Plastics & Injection Moulding
Services Delivered: Brand Creation & Implementation, Visual Design, Brand Management
Timeframe: ~1 month
The Brand Refresh and Name Change Challenge
When I joined Flambeau Europe in March 2025, one of the first priorities was addressing the company’s brand identity. For more than two decades, the business had operated under the name Flambeau EuroPlast — a name that no longer reflected its scale, capability, or geographic role.
Importantly, the leadership team recognised that the name felt dated and lacked clarity. It didn’t clearly communicate Flambeau Europe’s position as the group’s European manufacturing and distribution hub. As a result, the brand struggled to support future growth ambitions and an increased focus on digital marketing.
Alongside the naming challenge, the visual identity had also fallen behind. While the existing styling remained functional, it no longer felt modern or flexible enough to support a growing digital footprint. Because of this, the brand lacked the adaptability required for consistent digital and physical application.
Our Approach to the Brand Refresh and Name Change
Rather than reinventing the brand, this project focused on considered evolution. As part of a global group, Flambeau Europe needed to retain a clear and credible connection to the US-based Flambeau identity.
We began by assessing how the European business fitted within the wider organisation. From there, we explored naming options that improved clarity without introducing unnecessary complexity. At the same time, we developed visual concepts that modernised the brand while remaining recognisable.
Throughout the process, we tested different name treatments, typographic styles, colour applications, and layout variations. Ultimately, the aim was to create distinction and clarity at a regional level, while ensuring the brand still felt unmistakably “Flambeau”.
The Brand Refresh and Name Change Solution
The final solution prioritised clarity, hierarchy, and restraint.
We retained the Flambeau master logo, preserving brand equity and global recognition. We removed EuroPlast and replaced it with EUROPE, set in uppercase and sized smaller than the main logo text. This immediately improved legibility and reinforced the relationship between the regional and parent brands.
To ensure visual consistency, we matched the “EUROPE” text to the grey tone used within the Flambeau icon. As a result, the updated logo felt balanced and intentional.
Alongside the naming update, we expanded the brand’s visual system. We introduced the Flambeau diamond icon as a flexible, recognisable motif and applied it across materials using different colours from the existing palette. In addition, we introduced subtle gradients, refined shadows, and modern styling details to create a more contemporary feel.
From there, we rolled these updates out consistently across the website, social media platforms, brochures, banners, internal-facing materials, and wider digital and physical marketing assets.
Brand Refresh Outcomes and Impact
The updated brand delivered immediate clarity and confidence.
Most importantly, the new name clearly communicates Flambeau Europe’s role within the global group. At the same time, the refreshed visual identity feels more modern, flexible, and digitally aware — which proved crucial as the business increased its focus on digital presence following my arrival in March 2025.
Internally, the brand refresh therefore improved confidence and alignment across teams. Externally, it presented a business that felt professional, forward-looking, and well positioned for growth. Ultimately, the new identity established a strong foundation that could scale across future marketing, content, and brand initiatives without losing consistency.
Why This Brand Refresh and Name Change Worked
This project worked because it focused on evolution rather than reinvention. By retaining core brand elements and refining naming and application, the brand gained clarity without sacrificing heritage.
Crucially, the emphasis on consistent rollout across digital and physical touchpoints ensured the refresh felt deliberate rather than cosmetic. Because of this, Flambeau Europe now has a brand that confidently supports growth, communication, and long-term visibility.
Ongoing Support
Following the brand refresh and name change project, BrandWorx continued to support Flambeau Europe across digital marketing, content creation, SEO, and ongoing brand management. This ensured the updated identity remained consistent, relevant, and properly applied as the business evolved.
Related Services
Frequently Asked Questions
- Why would a company change its name during a brand refresh?
A name change can improve clarity, relevance, and alignment when an existing name no longer reflects a business’s scale or direction. - How do you modernise a brand without losing heritage?
By retaining core brand elements while refining naming, layout, and visual application rather than replacing everything at once. - How long does a brand refresh and name change project take?
Timeframes vary, but focused projects like this can often be delivered efficiently when objectives are clear. - Is a brand refresh suitable for manufacturing businesses?
Absolutely. Manufacturing brands benefit from modern, consistent identities that support credibility, growth, and digital visibility.
Looking for a Brand Refresh That Moves You Forward?
If your brand no longer reflects who you are, where you operate, or where you’re heading, a considered refresh can create clarity, confidence, and momentum.
At BrandWorx, we help businesses evolve their brands with purpose — modernising identity, improving consistency, and building foundations that support long-term growth without losing what makes them recognisable.
Whether you’re considering a brand refresh, a name change, or wider brand and marketing support, we’d be happy to talk through what’s right for your business.
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