How We Honoured 50 Years of Heritage While Future-Proofing a Beloved Building Brand

True branding specialists understand that heritage companies require delicate balance: respecting decades of earned reputation whilst positioning for future growth. Fraemohs Homes’ 50th anniversary rebrand exemplifies this sophisticated approach to brand evolution.

The Challenge: Respecting Legacy While Modernising for Growth

By 2018, Fraemohs Homes had built an exceptional reputation over five decades in Christchurch’s construction industry. Like many Canterbury businesses, they operated with characteristic modesty whilst delivering extraordinary results – homeowners consistently expressed deeper emotional connections to their Fraemohs homes than typical housing.

The challenge for our branding specialists was modernising this beloved local company without losing the authentic character that earned such fierce customer loyalty over 50 years.

Our Branding Strategy: Three Pillars of Authentic Brand Evolution

Our comprehensive rebranding focused on three strategic pillars that would guide every design decision. First, we reconnected the brand with its Scandinavian heritage, honouring founder Monni Fraemohs’ Danish origins and the unique architectural approach he introduced to New Zealand in 1968.

Second, we celebrated the company’s remarkable longevity through symbolic design elements, including tree ring imagery that represents decades of steady growth and deep-rooted community connections.

Finally, we positioned Fraemohs as an innovative modern builder whilst acknowledging timber’s foundational importance, demonstrating that 50-year-old companies can lead industry innovation rather than simply maintain tradition.

Toby and the Matterhorn team have been integral to our growth. Our one-stop marketing, design and technology shop since we partnered up back in 2015. Toby ‘gets’ our business, is passionate, versatile and goes over and above. Having him and his team on our side means we can focus on doing what we do. I’d recommend Matterhorn to any growth focused business after a proper marketing partner.

– Tim Foster, Executive Director

Design Philosophy: Scandinavian Roots Meet New Zealand Innovation

Our Swedish-born lead designer brought authentic understanding to the Scandinavian elements, ensuring cultural accuracy rather than superficial styling. The refreshed brand identity seamlessly blends Nordic design principles with contemporary New Zealand building industry expectations.

The subsequent “Home Grown Homes” campaign, launched in September 2021, further reinforced this positioning, emphasising both local New Zealand values and the organic, sustainable approach inherent in Scandinavian building philosophy.

Results: Revitalised Brand Driving Franchise Expansion Success

The comprehensive rebranding has catalysed remarkable business growth, generating renewed public interest in Fraemohs’s unique homes and supporting successful franchise establishment across New Zealand. This transformation demonstrates how experienced branding specialists can honour company heritage whilst enabling ambitious expansion plans.