Reintroducing a brand to a wider audience

After being taken over by new management, Bayleaf wanted to reinvent their brand experience to stand out from their London-based competitors. By opening up their brand to encompass all products and services offered, Bayleaf now has a strong point of difference in the market to appeal to a wider audience.

Branching out from just a ‘cleaning company’

Bayleaf Facilities Management provides a variety of tailored, high-quality services to clients across London. Although the business has prestigious clients with high revenue, the branding didn’t reflect the high end service provided by the business. Due to the Covid-19 pandemic, there became a real need for businesses such as Bayleaf who could ensure thorough cleaning regulations were met. However as the business also offers other specialist services, such as security and cleaning products, Bayleaf didn’t want to be pigeonholed as just a ‘cleaning company’.

The new management team saw real strength in the business, but knew the positioning and branding needed refining to onboard new clients without alienating current clients. They decided it was time to evolve the brand and showcase all the different branches of Bayleaf.

Turning over a new leaf

Bayleaf’s branding has been transformed, now representing all areas of the business and elevating the brand above their competitors. As the business name was well known in the industry and by current clients it remained the same, but expanded to include ‘Facilities Management’ to encompass all services.

The new logo uses four leaves to symbolise the four areas of the business that come together to form Bayleaf Facilities Management. It’s now clear Bayleaf offers so much more than just cleaning.

A refreshed colour palette using softer tones and clean lines makes the brand feel more high end and better represents the business’ ethos and clientele. The new strapline ‘Your premises, our passion’ reflects the enthusiasm of a detailed-focused team, encouraging the customer to feel their business is in safe hands with Bayleaf.