Key Takeaways
• Rebranding & Expansion: Following the merger of Fluid Branding (asi/195718) and Haute, the combined entity is now known as Brand Revolution. Fluid Branding is serving as the promotional merchandise arm.
• Unified Identity & Sustainability: The rebranding includes a new logo and color palette centered around “kraft,” symbolizing creativity, quality and sustainability, executives said.
United Kingdom-headquartered distributor Fluid Branding (asi/195718) says it has truly entered its global marketing agency era. And now, it has a new visual identity to align with the bold move, executives said.
In October 2024, Fluid Branding merged with U.S.-based marketing and events firm Haute, forming Brand Revolution, an agency focused on providing a suite of marketing solutions across geographic markets that include Europe, North America, Latin America, Asia and the Middle East.
Fluid is now essentially the promotional merchandise arm of Brand Revolution. And as part of that, the distributor is bringing its brand identity into alignment with the broader agency. To wit, the fresh aesthetic comes to life through a new logo and purposeful color palette change, which is centered around the color “kraft.”
“Kraft is a rich, warm hue that serves as the cornerstone of our new identity, symbolizing our commitment to creativity, quality and craftsmanship,” Fluid Branding’s Natasha Ithildîn wrote on the company’s site. “Kraft evokes feelings of warmth and reliability, things we strive for at Fluid.”
Aaron Loveridge, chief revenue officer at Brand Revolution, elaborated that the rebrand reflects Fluid’s continued commitment to sustainability, creativity, quality and craftsmanship.
“We wanted,” said Loveridge, “our new design to cut through the clutter and to enhance the cutting-edge, energetic, forward-thinking brand that Fluid is. We can’t wait to embark on this exciting new era.”
Fluid Branding’s evolution within Brand Revolution also includes the firm being able to offer more services, including strategic ideation, creative design, in-person and remote events, and media production.
“The rebrand is an evolution of our story, our purpose and the values we bring to our customers every day,” said Gemma Richards, Fluid’s Brand Manager.
