Establishing a Sub-Brand System for Global Leader

Founded in 1884, Furukawa Electric Co. Ltd. is a global leader in electric and electronic equipment manufacturing, with a long-standing reputation for engineering excellence.

We were commissioned to develop a sub-branding system for two key product lines. Green Trough and Eflex. Ensuring each could stand independently in the market while remaining clearly aligned with the parent brand.

Central to the brief was defining a coherent brand hierarchy that protected Furukawa’s corporate identity while giving individual products distinct recognition. The solution was an endorsed branding structure, positioned beneath the masterbrand yet flexible enough to support future expansion.

Visual identities for both product lines drew inspiration from cross-sectional forms within the cable management systems themselves, introducing subtle technical references into the brand marks. A considered colour system provided differentiation, while maintaining consistency across the portfolio.

To support rollout, we developed comprehensive brand guidelines and designed a professional, benefit-led brochure that communicated the technical advantages of the range. Despite limited and inconsistent existing imagery, the final collateral delivered clarity and cohesion across communications.

A structured brand architecture designed for scalability within a global engineering organisation.