![DEHN Rebranding Examples](https://mindcurvgroup.com/_Resources/Persistent/6/e/c/0/6ec0b9052c95545c0e7019727277d36e87fbb379/brand-relaunch-case-dehn-mindcurv-group.webp)
DEHN – Brand relaunch after 111 years
The Challenge: The repositioning of a 111 year old brand. DEHN has grown from a small family business into an innovative company renowned internationally. How does the DEHN brand become a versatile, relevant tool for the digital age?
![DEHN Brand](https://mindcurvgroup.com/_Resources/Persistent/1/2/0/4/1204f02fbd3756dab9fed395ee950696d650ffeb/brand-relaunch-case-dehn-logo-fonts-mindcurv-group.webp)
Focus – reduction – orchestration
We wanted to develop useful and usable tools for day-to-day branding, marketing, and sales operations. We needed to involve the staff in this process so that the result would look good on the screen and fit like a glove for the daily users of these tools. Our goal was to develop a modern visual identity that would be the logical development of the existing brand identity.
![DEHN Design Visual](https://mindcurvgroup.com/_Resources/Persistent/d/c/6/9/dc69def8045e5aa3bc230796b8e0ea98414504c3/brand-relaunch-case-dehn-website-mindcurv-group.webp)
Brand as a daily tool
A simple brand platform with coherent content and a visual appearance that allows for rapid scaling and internationalisation as a centrally accessible construction kit.
We call this Brandfeed – the practical online platform that provides all participants internally and externally with the appropriate assets, templates and processes. In this way, brand becomes a useful, daily tool. And with the right rituals, it is constantly updated.
![DEHN Brand Feed](https://mindcurvgroup.com/_Resources/Persistent/b/3/4/8/b3481b7e544cb8b72425d0caa3bb1e53f708e0e5/brand-relaunch-case-dehn-brandfeed-mindcurv-group.webp)
Living brand
A high level of acceptance and an actively used brand identity aligned with the market reality – not a design case for the ivory tower. Modern, dynamic, recognisable, and practicable. That's DEHN.
![DEHN Framework](https://mindcurvgroup.com/_Resources/Persistent/3/3/f/b/33fb9be75478a56d8a7128ce4f0e760ce1d7c137/brand-relaunch-case-dehn-framework-mindcurv-group.webp)
The one brand platform
Brand development, visual brand design, DEHN Digital Brand Framework and DEHN Brandfeed in one digital brand platform – that is the DEHN philosophy made visible. The new brand platform combines everything that makes DEHN special: a likeable, positive and progressive attitude, dynamic and recognisable. And yet conscious of its tradition.
» It is not easy to preserve the active culture of a mature brand that has emerged from more than a hundred years of history and at the same time enable it to find its way into the next 100 years. With DEHN, we have made exactly this grow into reality. «
Florian BreiterManaging Directordigital products, brand & marketing, Düsseldorf+49 (0)211 86701 20
![Florian Breiter](https://mindcurvgroup.com/_Resources/Persistent/0/b/3/8/0b389b476cb13df082ddd3e0845abbe574f686bc/florian-breiter-brand-cx-design-contact-wysiwig-mindcurv-group-l-2048x2048.webp)