Dave works on Initial rebrand

Branding consultancy Dave has been appointed to rebrand washroom hygiene specialist Initial.

The consultancy has been appointed to work on the brand architecture and refresh the identity of the company, which is part of Rentokil Initial.

Dave was appointed at the beginning of the month, having seen off Interbrand, Future Brand and Saffron in a four-way pitch.

The consultancy says the project covers the global, product and local market brands, with the aim of providing ‘a robust brand platform to drive Initial’s ambitious plans over the next five years’.

The work is due to launch in 2011.

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