From Legacy to Leadership: How a full brand transformation helped Tetenal become Dupli and reframe the future of print

A business with decades of experience, but no modern identity

When Tetenal came to us, it was one of the most established names in the print and photographic supply world. But it wasn’t a brand anyone talked about or remembered. Customers knew the people, not the proposition. The strategy was solid, but the vision wasn’t clear. Internally, things worked. Externally, the brand felt invisible.

So we didn’t just rename it. We reimagined it.

With the leadership team newly in place following an MBO, we took the business through a full Perspective Analysis, a structured review of every area that drives growth. From that, we built the case for reinvention. Dupli was born not from marketing, but from strategy.

The challenge

The sector was consolidating. Margins were tightening. And the brand was getting lost between the big supplier names and the specialist challenger businesses. There was no clarity about what made Tetenal different. Even internally, there were mixed views on future direction, one eye on operations, the other on possibility.

We needed to create a brand and business identity that could stretch, modernise and grow, without losing the trust and loyalty already built.

What we did

We started with the strategy. Using insights from the Perspective Analysis, we identified gaps in positioning, voice, customer segmentation, internal clarity and long-term brand equity. Then we rebuilt it.

• Defined a new brand name and proposition to reflect both confidence and partnership
• Created a modern identity system to support new positioning across all channels
• Articulated three business benefits and three human benefits to clarify value
• Mapped the full customer journey across managed and self-service segments
• Worked with internal teams to ensure the brand was lived, not just launched
• Built the internal communications, launch toolkits and tone of voice from scratch
• Developed a full multi-phase roll-out campaign across digital, in-person and social channels

This wasn’t a rebrand for the sake of it. It was a total business reset, delivered through brand.



The creative idea

The new name - Dupli - gave us a blank canvas, but with the weight of experience behind it. We positioned the business as Partners in Print: a brand that doesn’t just supply product, but supports creativity, technical innovation and long-term relationships.

From the voice to the visuals, everything was designed to feel modern, warm and quietly confident avoiding corporate jargon and tired tropes, and replacing them with plain-speaking authority.

How we rolled it out

The launch took place across three structured phases, each with specific business and brand objectives. We created a motion-graphic brand film, internal launch packs, supplier briefings, sales toolkits and a full content suite. Social stings, emails, docu-style films and event invitations were tailored to customer segments.

Dupli’s story wasn’t just told, it was lived across every touchpoint. Internally, we delivered workshops and playbooks to support teams in embedding the brand in day-to-day culture. Externally, we ran supplier and customer activation campaigns, editorial outreach and thought leadership content to stake a new position in the market.

The results

• A complete shift in external perception — from unknown to respected category leader
• Clear internal alignment on brand, strategy and customer experience
• Multi-channel brand presence for the first time in company history
• Reinvigorated team culture with clarity around purpose and positioning
• New customer acquisition pathways opened through more confident marketing
• Supplier confidence and partnership strengthened through brand clarity
• Winner: Campaign of the Year, British Photographic Industry News

What the client said

“The strategy and thinking Equipt brought to this project was next level. I’ve never had such a positive experience working with a consultancy. It was exciting, energetic, and so collaborative. I’m really proud of what we’ve all achieved, the business feels transformed.”

Louise Wilce, Marketing Director

Why it worked

Because we didn’t start with a logo. We started with the business.

By diagnosing what was holding the brand back and what the team truly wanted to build, we created something fit for the future. Every channel, every message, every asset now says the same thing: Dupli is not a quiet distributor. It’s a confident partner. One that knows its value, and delivers it daily.