Hafnia Tankers &
BW Tankers

Hafnia Tankers & BW Tankers

Merging the brands of two product tanker giants

Situation
In late 2018 BW Tankers acquired a majority stake in Hafnia Tankers, and as a result a merger of two of the most significant companies within the product tanker market was a reality.

Challenge
In a corporate merger situation, the strategy behind the unification of two strong cultures, mindsets and brands is vital. The goal for Hafnia Tankers and BW Tankers was to merge their two brands without compromising the accumulated brand equity on either side, thus creating one strong cultural beacon for employees internally and seize a robust and ideal market position externally.

Complication
In order to fully capitalize on the merger and emphasize the obtained synergies between the two companies, a carefully considered brand strategy was deployed, in order to send the strongest possible message about where the new company was heading.

In order to ensure success, the exercise was carried out in strict alignment with the overall strategic objectives of the merger, and thus entailed close collaboration with the executive management of Hafnia Tankers and BW Tankers.

Solution
Through an effective and agile approach in close collaboration with the executive management of Hafnia Tankers and BW Tankers, a consolidation and finetuning of vision, mission statement and corporate values was carried out, and a new corporate brand concept including a new payoff and a new corporate brand identity including name and logo was developed.

Next step

As the organizational merger progresses, the new brand concept and corporate brand identity is implemented across relevant channels and platforms both externally and internally, starting with a new website.

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