Armonea

Armonea is the leading independent elderly care service provider in Belgium. It runs some 60 nursing homes, service flats and service residences across the country. In these places, 3,600 elderly care staff create a home environment for over 6,200 senior citizens every day. Armonea reached its 35th anniversary and felt the time was right to expand its brand reach. That called for a strong brand positioning and a visual language to go with it. Duval Branding was approached to help devise both. Armonea already had a philosophy of its own: positive aging.

The starting point was the unique philosophy of 'positive aging'. It served as a stepping stone for the new branding. From it came a new guiding principle: 'there's no age limit on happiness'. The brand positioning and the visual language both follow that line. Every channel of communication is assessed based on the philosophy of positive aging. Each one is then fleshed out according to the guiding principle. So the philosophy Armonea already had became the base for how the brand presents itself.

Duval Branding developed a brand positioning for Armonea and the corresponding visual language. The guiding principle 'there's no age limit on happiness' sits at the centre of both. It is applied across all channels of communication, and each channel is assessed based on the philosophy of positive aging. The branding supports Armonea's 35th anniversary and its aim to expand its brand reach. Behind it stand some 60 nursing homes, service flats and service residences, and 3,600 elderly care staff who create a home environment for over 6,200 senior citizens.