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Milcobel: strengthening the brand structure

An icon in the dairy industry

When Milcobel was confronted with the need for a legal name change, the opportunity arose to critically review the group’s visual identity and brand structure.
The challenge was to modernise the corporate brand without launching a high-profile rebranding or campaign. At the same time, the coherence between the various business units needed improvement.

The challenge

Remarkable conducted a strategic analysis of the existing brand architecture and the visual consistency between the entities. In close collaboration with Milcobel, we developed an adjusted brand structure that clarified the relationships between the corporate brand and its business units.
Additionally, we formulated clear guidelines for the uniform application of the updated logo and visual identity, tailored to a gradual and low-profile rollout. The focus was on consistency and recognisability without disruptive changes for customers or partners.

Our solution

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<li>Brand architecture and strategic advice</li>
<li>Analysis of existing brand relationships and visual expressions</li>
<li>Development of uniform guidelines</li>
<li>Legal support for brand protection</li>
</ul>
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</div>
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Services

To arrive at a well-supported solution, we started with an in-depth analysis of the existing brand architecture and the visual identity of Milcobel and its business units. We mapped the interrelations, strengths, and areas for improvement within the brand portfolio. 
Through workshops and alignment with the management team, we explored which adjustments were necessary to comply with legal requirements while also streamlining the brand structure without undermining the trust of employees, members, or customers.
Based on these insights, we developed a pragmatic brand strategy: a refined architecture that places the corporate brand at the centre, clearly positions the business units, and remains flexible for future developments.
In parallel, we created uniform guidelines for applying the updated logo and brand identity, after which Milcobel’s own marketing team could refine and implement the style across various materials and applications.

Approach and methodology

Today, Milcobel benefits from a clear brand structure and uniform guidelines that strengthen the alignment between its corporate brand and business units. The new approach supports a gradual and discreet transition, fully in line with Milcobel’s vision of evolution and continuity.

Result

Would you like to strengthen your brand structure and prepare for future growth? <a href="https://www.remarkable.eu/en/contact/">Get in touch</a> with us.

Want to know more? 

A brand audit is a strategic tool that reveals how your brand portfolio is structured: how does the CoreBrand relate to other brands and products? Striking the right balance between expansion and simplification is crucial for brand value, customer experience, and internal efficiency.
A strong CoreBrand is the axis your entire portfolio revolves around. It provides recognition and trust, and acts as a stable anchor when introducing new products or brands. Once you decide to add a new brand, the next question is: <a href="https://remarkable.eu/en/insights/endorsement-hoeveel-zichtbaarheid-geef-je-het-moedermerk/">to what extent should the CoreBrand endorse it?</a>

Prof. Kevin L. Keller

Over the years, portfolios tend to expand. Without a clear structure, confusion creeps in, among customers and internally.
Danone, for example, chose to let the Danone brand dominate globally, but retained distinct brand names like <a href="https://remarkable.eu/en/case/alpro-from-soy-to-plant-based-pioneer/">Alpro</a>, Activia, and Evian for specific product lines.
<img loading="lazy" decoding="async" class="aligncenter wp-image-4922 size-full" src="https://admin.remarkable.eu/content/uploads/2025/08/Remarkable-Europe_Alpro.jpg" alt="RemarkableEurope_Alpro" width="605" height="514" srcset="https://admin.remarkable.eu/content/uploads/2025/08/Remarkable-Europe_Alpro.jpg 605w, https://admin.remarkable.eu/content/uploads/2025/08/Remarkable-Europe_Alpro-300x255.jpg 300w" sizes="auto, (max-width: 605px) 100vw, 605px" />

Less is more – most of the time

Adding new brands only makes sense when they play a distinct role and reinforce brand value.
Remarkable supported The Coca‑Cola Company in the creation of a new brand: <a href="https://remarkable.eu/en/case/nalu-good-vibes-for-coca-colas-energy-drink/">Nalu</a>. This energy drink is positioned as a positive, laid-back energy boost – contrasting with the heavier image of traditional energy drinks. In doing so, the brand taps into new segments without creating internal competition.
&nbsp;

The upside of expansion

Sometimes product managers or designers crave a brand of their own: a hero product that stands out, or a successful side project that starts to live a life of its own. This often leads to an overload of brands – some of them unnecessary – which only adds complexity to the portfolio.
That complexity makes it harder for internal stakeholders such as sales managers, marketers or legal teams, and for external parties like customers or investors, to navigate the full picture.
To assess whether a sub-brand is the right move, you can use these key questions:
<ol>
<li>Is the new product sufficiently different from the rest of the offer to justify a new name?</li>
<li>Does a new name add extra value?</li>
<li>Is the market big enough to support the new brand?</li>
<li>Does the product target a different audience?</li>
<li>Is there a clear fit between the new offering and the existing brand?</li>
<li>Can the existing brand carry the extension without confusion or dilution?</li>
<li>Does your brand architecture support the addition of a new product or sub-brand?</li>
</ol>
If you’re building a hero product, make sure to allocate the time and resources needed for success.
Not every question needs a firm “yes”, but they help guide the decision to create a new brand or product name.
A good example is Dove Men+Care. The development of this sub-brand aligns well with the considerations above: it targets a different audience, stands out from the core offering, and fits seamlessly within Dove’s brand architecture.
<img loading="lazy" decoding="async" class="wp-image-4923 size-full aligncenter" src="https://admin.remarkable.eu/content/uploads/2025/08/Remarkable-Europe_Dove.png" alt="" width="403" height="285" srcset="https://admin.remarkable.eu/content/uploads/2025/08/Remarkable-Europe_Dove.png 403w, https://admin.remarkable.eu/content/uploads/2025/08/Remarkable-Europe_Dove-300x212.png 300w" sizes="auto, (max-width: 403px) 100vw, 403px" />

The temptation of a new brand

A well-designed brand portfolio ensures brands complement each other instead of competing internally.Visual and verbal coherence – from naming systems to colour usage – helps customers make connections and build trust. That applies just as much in the supermarket as it does in B2B contexts, where brand associations can be decisive in the buying process.
Selling off brands within the portfolio can sharpen focus on CoreBrands – or on top-performing products. Take food giant Nestlé, which moved its underperforming water brands into a separate entity with the aim of selling them, allowing it to refocus attention on brands like KitKat and Nescafé. Today, Perrier bottles also carry only minimal reference to the Nestlé mother brand.
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<img loading="lazy" decoding="async" class="wp-image-4924 size-full aligncenter" src="https://admin.remarkable.eu/content/uploads/2025/08/Remarkable-Europe_Perrier.png" alt="" width="614" height="337" srcset="https://admin.remarkable.eu/content/uploads/2025/08/Remarkable-Europe_Perrier.png 614w, https://admin.remarkable.eu/content/uploads/2025/08/Remarkable-Europe_Perrier-300x165.png 300w" sizes="auto, (max-width: 614px) 100vw, 614px" />

Focus, synergy, and recognition

We always recommend starting with a portfolio audit. It quickly reveals where to cut back, where reinforcement is needed, and where there’s room for strategic expansion.
This avoids fragmentation and helps build a strong, coherent brand narrative – one that remains relevant to your customers. Every brand in the portfolio should clearly contribute to that bigger story.

A separate brand? Or better together?