After 25 years, the Belgian hiking boot brand Berghen decided to rethink its market positioning and its image. Our communications agency accompanied them in this exciting process, working on the values and roots of the brand to refine its market positioning and completely overhaul its image.

Studio Fiftyfifty carried out a complete rebranding for Berghen around three strong elements: family, nature and the wellbeing benefits of hiking. The mountains on the logo have been completely redesigned. A star has now appeared at their summit and this has become one of Berghen’s key brand identifiers. It appears in a multitude of little landscapes, inviting the viewer to adventure: not just mountain hiking but also country walks, city trips and more…