Redge.
Renaming + positioning an international manufacturing leader.
Technology + AI
Brand strategyBrand identityCampaign
Friga-Bohn.
Creating differentiation for EMEA refrigeration manufacturing experts, through strategic repositioning and rebranding
Technology + AIBrand strategyBrand identityCampaign
"The rebranding is having a strong impact on our sales and changing the image of the company in new markets."
Sales Director
Creating a stronger brand strategy and identity for investor-backed growth
Friga-Bohn is a leader in commercial refrigeration across Europe and the Middle East. For more than 55 years the brand has been known for robust, reliable technology. But as competition increased and growth ambitions widened beyond France, Friga-Bohn needed more than heritage. It needed a clear brand strategy and identity that could strengthen its market position, attract new sectors, and deliver value to investors.
Valiant was appointed after Lennox EMEA received private equity investment. Growth was the priority, and our proven Valiant Value Realisation methodology – designed to accelerate brand strategy and deliver over-forecast revenue – was chosen to guide the project.
Delivering results in a declining market
The impact has been clear. While the wider refrigeration market declined by -10%, Friga-Bohn sales grew. The transition of HK into Friga-Bohn Systems performed particularly strongly, showing how strategy-led brand architecture can fuel growth.
This project not only gave customers and employees clarity, it also aligned directly with the private equity mandate for value creation – proving that brand strategy and identity can drive commercial outcomes for investor-backed B2B organisations.
Our approach – brand strategy, architecture and identity aligned
The challenge extended beyond repositioning. Within Lennox EMEA, both Friga-Bohn and HK Systems operated in commercial refrigeration, creating duplication and confusion. Management feared that merging brands could alienate distributors and customers.
Through deep market research, customer and employee interviews, and competitor benchmarking, Valiant provided clarity. The strategic recommendation was to consolidate HK into Friga-Bohn Systems – simplifying the architecture and strengthening the brand within industrial refrigeration.
With the strategy in place, we created a new brand identity for Friga-Bohn. Contemporary, confident and differentiated, it embedded territories such as trusted partner, your refrigeration experts and transforming tomorrow together. The identity captured the culture of care and expertise within the EMEA team while standing out in a crowded B2B landscape.
Key results
- A repositioned brand strategy unlocking new EMEA market opportunities
- Clear brand architecture aligning Friga-Bohn and HK Systems into one stronger entity
- Reduced risk and increased confidence through customer and employee-led insight
- A contemporary new brand identity with standout in the competitor landscape
- Sales growth despite a -10% market decline
- Significant growth of Friga-Bohn Systems, the business unit most impacted by rebrand
- Strategy aligned with private equity investor goals for accelerated value creation
“The relaunch created new momentum and sales grew by almost 10 percent at a time when the European market was down 5 percent.”
We delivered...
Brand strategy
- Brand architecture
- Competitor analysis
- Brand strategy
- Brand positioning
- Digital strategy
Brand identity
- Brand development
- Brand guidelines
- Logo design
Websites
- User testing + optimisation
- Campaign landing pages
Campaigns
- Marketing plans
- Campaign management
- Copywriting
- Content creation
- Brochures
- Presentations
- Adverts
- LinkedIn campaigns
- Social media strategy + assets
- Marketing communications
- Sales enablement materials
- Event communications