Bord Na Móna, associated by most people with peat briquettes and fire logs, has gone all trendy with its new branding and corporate identity, designed by Dublin creative agency RichardsDee. The company's new slogan is 'Naturally Driven'.

Co-founder Celine Dee explained: “This is the first rebrand of Bord Na Móna in 20 years so there was a great responsibility on us working with this iconic, Irish brand.  The brand is known and loved by consumers, many of whom grew up humming the Marino Waltz theme music of old TV ads. It was important that we acknowledged this deep rooted heritage but pivoted the brand to reflect the multi-faceted business it has become.”

Chased out of the bogs by environmentalists, the company has a new focus on the renewable energy sector. “We needed to unify the company under one strong brand with a clear purpose and an ambition to make a difference,” sais Dee, the firm’s creative director.

“The company is focused on helping Ireland to make the most of our natural resources. We needed to bring this to life, and ‘Naturally Driven’ is the embodiment of the innovation, the products and the passion of the people working in the company.”

The new branding is being rolled out across corporate communications, signage, digital platforms, internal engagement campaigns and vehicles.

In Association with

In Dee’s view, businesses that invest in their brands and purpose outperform businesses that don’t.  “By having a defined brand strategy, there is clarity within the business of the goals and performance that needs to be achieved and productivity is enhanced. Ultimately employees perform better with an understanding of the businesses purpose. Secondly, a company’s reputation is built on product quality, a memorable customer experience, and the company’s support for society, all of which are core pillars of a clearly defined brand strategy.”

Dee's  partner in RichardsDee is Simon Richards. The agency's operating company was established in 2009 and booked a profit of €31,000 in 2014. Year-end debtors doubled to €180,000 and net worth in December 2014 was €29,000.