After years of organic growth, Öhlins’ Visual Identity (VI) had become fragmented across its global operations. Inconsistent application, outdated materials and a diluted brand message were undermining clarity and impact – posing a risk not just to market perception, but to long-term value creation.

The initial request to update the VI manual evolved into a broader opportunity: to unlock hidden brand equity and sharpen Öhlins’ market position.

The brief expanded to include refining the brand strategy and messaging, balancing the heritage of Swedish engineering excellence with the global ambitions of its parent company, DRiV.

The successful strategic repositioning and refined brand identity of Öhlins was affirmed by its acquisition by Brembo – marking the largest deal in Brembo’s history and underscoring Öhlins’ strong brand equity and premium market position.

Internally, the revamped Brand Book received high engagement and strong approval ratings, helping drive adoption across the organization with clarity and consistency.

For private equity firms, brand equity is a multiplier.

A well-defined and consistently executed brand enhances enterprise value by improving market positioning, customer loyalty, and acquisition appeal. In the case of Öhlins, brand clarity was not a cosmetic update—it was a critical factor in securing a high-value exit.