'We wish to underline that we are exceptionally satisfied with our collaboration with Kind. We chose Kind as our adviser and branding partner in a branding process where our activities were positioned under the umbrella: the Friele Group.

Kind has tackled the assignment in a highly professional and methodical way, and delivered a clear, simple and distinct profile – with the aids and solutions we need to carry the baton together and succeed in future.

We also wish to praise Kind for its good advice, its clear communication and, not least, the good humour they have brought to our collaboration.'

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Herman Friele
Chairman of the Board, Friele Group
 

Friele – Re-branding a national icon

When Herman Friele, the abdicated 'king' of the Norwegian coffee industry, was planning his new business empire, Kind was given carte blanche to develop a communication strategy and brand vision for the new Friele Group. The result is a dynamic visual identity with historical roots. Inspired by the past, but with a keen eye on the future, this company, which dates back to 1799, aims to give the market a taste of excellence.

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When Dutch company DE Master Benders took over most of the shares in the coffee producer Kaffehuset Friele, it changed the company's name. Jacobs Douwe Egberts Norway is the new name of this 210-year-old giant of the Norwegian coffee industry. The name includes the biggest coffee brands sold by the new company. In connection with the takeover, owner Herman Friele left the company, but kept B. Friele og Sønner, a company that has been in his family since 1799.

The Friele Group owns a number of properties through the property company Friele Eiendom as well as a number of investments that are managed by the company Friele Capital. In addition, Friele acquired the company Brynildsen, whose name was changed to Friele Foods as part of the new focus on this area.

Friele Foods will be a commercial company that markets well-known Norwegian and foreign brands in the product categories fast food, ready meals, finger food, bread, cakes, fish and shellfish, game, vegetarian products, gluten-free products, fine food and a broad range of organic products. The company's principal strategy is to be a capable and innovative marketer of frozen produce with dry foodstuffs as a speciality. Friele Foods has a well-developed sales and marketing organisation, and it operates in the following market segments: groceries, catering, convenience stores and the health food market. Friele Foods will be the commercial arm of the new Friele Group brand.

'For Norwegians, the name Friele is synonymous with premium quality. It has been a privilege to reposition a brand icon of Friele's size and importance. Our focus has been on preserving the company's history, while at the same time having a keen eye on the future and on Friele's focus on new markets. This is the start of a new era in the history of Norwegian business,' says Kind's CEO Tom Emil Olsen.

'We wish to underline that we are exceptionally satisfied with our collaboration with Kind. We chose Kind as our adviser and branding partner in a branding process where our activities were positioned under the umbrella: the Friele Group. Here, we defined three activity areas:
– Friele Foods, which is responsible for our investments and activities in the Norwegian groceries and catering/convenience store market.
– Friele Eiendom, which comprises our commercial properties.
– Friele Capital, which manages our investments in the capital and finance market.

The assignment we gave Kind was, and is, to give these activity areas a common graphic and stylistic profile, taking into account, at the same time, that the three business areas will communicate actively with their suppliers, customers and partners. It was also part of the assignment to ensure that we have a common Friele 'umbrella' that we can identify with. We are also very keen to ensure that our history, which dates all the way back to 1799, forms a positive foundation on which to build the future, a foundation that will instil in us a sense of responsibility and pride, and create opportunities for us. Kind has tackled the assignment in a highly professional and methodical way, and delivered a clear, simple and distinct profile – with the aids and solutions we need to carry the baton together and succeed in future.

We also wish to praise Kind for its good advice, its clear communication and, not least, the good humour they have brought to our collaboration.' says Herman Friele, Chairman of the Board of the Friele Group.

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