Autotaalglas

Brand Repositioning

Growth powered by pride. Delivered through brand excellence.

The Challenge

How do you modernize a 35-year-old franchise brand with 54 branches while maintaining trust and local connection?

Autotaalglas needed to transition from a print-era identity to digital-first communications. The brand required repositioning to feel more customer-friendly and trustworthy, while uniting franchisees under a cohesive identity that reflected their entrepreneurial, problem-solving spirit.

Our Approach

The Idea

Developed "Opgelost" (solved/done) positioning—capturing the brand's promise to solve customer problems with a smile. Created a digital-optimized identity system using distinctive blue-red-white palette and integrated smile motif to communicate positive, problem-solving attitude.

Execution

Built comprehensive toolkit including sonic identity, franchise-friendly Google fonts, flexible grid system, and storytelling structure. Implemented across digital communications, social media, branch signage, radio sponsorships (Qmusic Top 40), and 360° product campaigns

Impact

Business Growth

Within two quarters: 154 million registered interactions, 18,000 new online clients converted, 4,000+ customers serviced via chat and WhatsApp.

Franchise Unity

The repositioning created shared identity among franchisees, with individual social media channels established for most branches while maintaining brand consistency.

Customer Connection

Social media showed increased brand appreciation and likeability. The approachable identity helped transform perception from service necessity to trusted neighborhood solution provider.

Autotaalglas_Rotterdam_Leen_E-MINI-V1@2x

Sonic Identity

The Autotaalglas sonic identity is based around sound effects rather than music. The layered sound fx give the impression of ease and straight forwardness.
In sequence they show the customer journey. From cracked window, frustration, connecting with Autotaalglas to the solution and then solved. It was as easy as that, so now life can continue with out your windshield on your to do list.

The sound logo is the sonic impression of the word Autotaalglas. Opgelost.