Strengthening branding after mergers and acquisitions

Key Highlights
Specialisms utilised

The Challenge

Essentra’s global business spans several divisions from Components to Filters, Packaging and Tapes. A series of mergers and acquisitions resulted in a diverse offering, with multiple audiences, industries, geographical locations and organisational cultures and so a strong encompassing brand was required to avoid a siloed, disjointed company.

The Approach

A strategic review was undertaken and Essentra needed a partner that fully understood the nuances of their business. Working with Essentra's Senior Leadership Team, we analysed and translated the insights and research findings into a clear and cohesive brand that aligned with their vision to be practical, experts and easy to do business with. 

The process included the development of primary and secondary logos, colour palettes, tone of voice, application guidelines, templates, and branded assets. We also developed an internal proposition toolkit, strategy and proposition graphics, persona animations, and customer infographics.

The Results.

Well received internally and externally

The new branding was well received both internally and externally and helped position Essentra for the next stage of their strategic journey.


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h2o are easy to work with and take the time to fully understand the brief when working on a new project. Their relationship driven approach to working with us over the years has really set them apart from the crowd... They always deliver to a high quality and pose thought provoking ideas for us to consider when tackling a new challenge. Taking the time to understand me, my team and the business really takes the experience (and output) to the next level.

Henry Larard

Essentra