Working in collaboration with the client, we created a brand proposition, a brand narrative and key benefit driven messages so that all members of the Cummins team and potential customers understood the heritage and values of the Newage brand. It was also key that we created a clear brand architecture to show how it fitted in with the existing product range.

The key theme of the brand narrative is ‘a legacy of certainty, regenerated for today.’ which allowed us to tell the historical chapter and sell in the need for it today.