Two generations, three brands, one goal

Business

How does a change of generation in a medium-sized company work? Especially when not only father and son are affected, but the entire company? Stan Hema made a suggestion: grow together and learn from each other. Thanks to our support, Martin and Julian La Fontaine were able to make a fresh start with the IONTO Health and Beauty Group (IHB). Today it is considered a hidden champion.

The Group is a traditional family business. The original brand IONTO-Comed is the market leader in the field of apparative cosmetics. The logo was designed by Gertraud La Fontaine. She was a technology pioneer, beautician and the mother of La Fontaine Senior. The respectful modernisation of the logo was part of the transformation, with the aim of repositioning the brand, including a new brand architecture. This was needed because the Group had grown considerably with the SÜDA and CARE MORE brands. Our design concept also lived up to the premium standard of the founders. It underlines the medical character of the products with contemporary clarity.

‘Stan Hema has succeeded in repositioning our traditional brands to suit the target group. The founder and the next generation are very clearly present in the result. The brand relaunches have provided significant support to the change in generation and visually clarified it,’ says Julian La Fontaine, Managing Director of IONTO, regarding the new corporate identity.

As a consulting company, we were strategically and conceptually involved in the development of new product lines - right down to the packaging and naming. We formulated narratives, provided impetus and were involved in sprints. In creative workshops with the management pair and the IHB team, we established a common language that makes dialogue within the IHB Group easy and productive.

‘Stan Hema has succeeded in leading two generations to a great result in which everyone is represented. Thanks to the structured approach, a wide variety of ideas were heard and led to solutions that everyone involved can get behind,’ adds Julian’s father, Martin La Fontaine.