United Kingdom-headquartered distributor Fluid Branding (asi/195718) says it has truly entered its global marketing agency era. And now, it has a new visual identity to align with the bold move, executives said.

In October 2024, Fluid Branding merged with U.S.-based marketing and events firm Haute, forming Brand Revolution, an agency focused on providing a suite of marketing solutions across geographic markets that include Europe, North America, Latin America, Asia and the Middle East.

Fluid Branding (asi/195718) debuted its new look after the October merger of Fluid Branding and Haute.

Fluid is now essentially the promotional merchandise arm of Brand Revolution. And as part of that, the distributor is bringing its brand identity into alignment with the broader agency. To wit, the fresh aesthetic comes to life through a new purposeful color palette change, which is centered around the color “kraft.”

“Kraft is a rich, warm hue that serves as the cornerstone of our new identity, symbolizing our commitment to creativity, quality and craftsmanship,” Fluid Branding’s Natasha Ithildîn wrote on the company’s site. “Kraft evokes feelings of warmth and reliability, things we strive for at Fluid. Plus, ‘kraft’ establishes our commitment even more to sustainable merchandise solutions.”

Fluid Branding’s evolution within Brand Revolution also includes the firm being able to offer more services, including strategic ideation, creative design, in-person and remote events, and media production.

“Fluid,” Ithildîn said, “will now be able to offer [clients] way more amazing services, as well as merch.”