Bearings International

Bearings International is a member of the Hudaco Group and is a leading distributor of bearings and power transmission products in Southern Africa. BI has been operating for more than 58 years and has more than 46 branches nationwide.



To create a new brand for BI with the intent of increasing revenue and market share through a leadership brand and communication strategy.



With numerous economic challenges affecting the bearings market, and a loss of market share due to increased competition from rivals, BI was in trouble. BI executives realised they had an ailing business not only due to external factors but also because internally, morale was down and the brand was stale. Bamboo started the process by doing an internal and external health check, then proceeded strategise, design and craft the new brand and sales process.



Bamboo re-engineered not only the brand and redefined the customer experience.


  • Research
  • Survey Facilitation
  • Workshopping
  • Brand Strategy
  • Logo Development
  • Brand Guidelines
  • Video Production
  • Event Launch and Capturing
  • Collateral Production
  • CRM Strategy


New BI Logo

BI logo old to new


New Logo and Tagline

BI logo and tagline


New-brand Launch Event Video




In December 2015, Bamboo collaborated with client to produce a surprise launch event and rebrand showcase the completely reinvigorated staff, and reinstilled pride in the BI brand. After a successful soft launch of the new BI brand internally and externally, BI will now roll-out the new brand through a robust marketing campaign in 2016 and Bamboo will continue as the lead agency driving the process.



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