Behind the Work

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Bonial’s brand needed a clearer and more contemporary visual identity across B2C, B2B, internal communication and retailer advertising, as well as across the German and French markets.

My role was to lead a rebranding that brought structure, consistency and confidence to this complex ecosystem.I redefined the brand’s visual foundations, including color palettes, typography and layout principles, and translated them into distinct design style guides for B2C, B2B and internal communication. In parallel, I created a shared cross-market framework for Germany and France that respected cultural nuances while maintaining a unified brand expression.Based on this renewed identity, I led the creative direction of print, digital, social and OOH campaigns, as well as advertising materials for retail partners.

This required flexible layouts and messaging systems adapted to different partners while staying aligned with the new brand guidelines. Visual production supported the rebrand by reinforcing its tone and consistency. I supervised the creation of image assets and campaign visuals to ensure they reflected the updated identity and could be used coherently across campaigns, app communication, social formats and retailer materials.

For the French market, I also oversaw the production of 3 national TV spots (1, 2, 3) , working closely with production partners to translate the renewed brand into film. Depending on the scope, projects were delivered either with the internal design team or in collaboration with external agencies.

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Results That Matter

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The rebranding clarified Bonial’s visual identity across markets and channels. Teams gained a strong, shared foundation that improved consistency, accelerated production and strengthened brand recognition.

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Key Outcomes

• A clear and modernised brand identity across B2C, B2B, internal and retailer communication

• Stronger brand recognition in Germany and France

• Faster campaign production with fewer inconsistencies

• More coherent and scalable advertising for retail partners

• Higher visual quality and improved cross-team alignment