Since 1st December 2020, Adler Czech, one of the leading companies on the domestic market in the promotional textile and working clothes sectors and suppliers in many European countries, has changed its name becoming Malfini. After the rebranding, the company abandoned its previous name, used since 1999, the year in which it was established.

“Thanks to the rebranding that involved not only the European clients, but also Asian business partners, we verified our company strength, size, stability and importance. We are now using this result to accomplish a remarkable change with the new name of the company - Radel Veselý, the legal representative, commented - A further factor that led us to this decision was the development of our business on western markets that was slowed down due to legislative procedures connected to the property of brands of other companies”.

Any variation of this kind proves to be highly demanding for a company, not only from the point of view of communication but also from the financial one. A change that has preserved, though, the historical logo, that is the silhouette of the black eagle. “Through a survey addressed to the clients, exclusively those of the B2B channel, we have learnt that the symbol of the eagle is interpreted as a synonym of the quality of our products and services” Martina Weberová, marketing director, explained.

During the rebranding of the products, we made reference to the translation of both the words “adler” and “malfini” as in a linguistic game: the two expressions are translated in Czech as eagle and, while “adler” comes from German, the term “malfini” means eagle in Creole. The company can thus transform the slogan of its first campaign “the brand changes, the eagle remains” into “the name changes, the eagle remains” and symbolically spreads its wings over the world.