Reynaers Aluminium

Reynaers Aluminium Belux is a Belgian family business and the reference in sustainable aluminium applications. Its motto is Together for Better, and it builds on strong partnerships. The company needed a brand that reflects who it really is, with a shift in brand personality. There was also confusion about the name. Clients regularly ask whether Reynaers works with materials other than aluminium, because in their minds the company is called 'Reynaers'. The correct name is 'Reynaers Aluminium'. On top of that, the range covers many aluminium products for tailored applications, and communication had to stay consistent in the future, both locally and internationally.

We started with the brand story. No aluminium window, door or veranda goes in without thorough preparatory work, and a truthful brand that has to stand the test of time needs the same. The tagline 'living in sustainable beauty' links the sustainability of Reynaers aluminium applications to their aesthetics. To clear up the name confusion, we moved the word mark 'Reynaers Aluminium' out of the logo's box so it reads better. The 'R' stays recognisable. The profiles open up living and working spaces and give a wider view, so we turned that idea into an 'open frame' that holds the headline and subheading. People connect with a brand they can relate to, so we chose a human touch: genuine people in realistic environments.

We wrote the brand story and developed the visual house style. Photo shoots gave us warm, telling portraits. Combined with an inspirational quote, they express what it means to live in sustainable beauty. The images also became a set of key visuals with space for text. Two guidebooks with branding guidelines, one local and one international, keep communication consistent. For the showroom we made stylish POS material, with the Reynaers Magazine 2021 as the crowning glory, an extensive brochure with a complete overview of all products and possibilities. We also made an inspiration book full of beautiful images and striking quotes. We provided the scenarios and production for several radio spots, and our animation team made a series of videos about the products and services of Reynaers Aluminium Belux. Each product got its own logo.