Braking Boundaries

Breyden

Information

Leading a solid German brand into a global future

Buderus Guss becomes Breyden – and with this transformation, it’s more than just a rebranding. It marks a bold step into a new entrepreneurial era: away from traditional foundry roots and towards a forward-thinking brand with a clear attitude. moodley guided this transformation both strategically and creatively – from brand strategy to naming and visual identity.

Services

Brand Research
Brand Strategy
Naming
Claim
Visual Identity
Website
Roll-out & Implementation

Team

Marie Dokter
Patrick Greimel
Maryan Ivasyk
Kirsten Ives
Jürgen Rumpler
Gerd Schicketanz
Rita Stahlberg
Katerina Sturz
Markus Supanitsch

A brand strategy was developed that doesn’t just communicate change – it embodies it. The positioning as “The Brake Disc Company” puts Breyden’s technological expertise front and center, bringing clarity to the market. The claim “Braking Boundaries – Ready for the next generation” reflects Breyden’s ambition to go beyond the status quo: with innovation, foresight and the courage to push limits.

The name “Breyden”, inspired by the historic spelling of its hometown, links legacy with vision – and gives the brand depth and distinction.

The visual identity expresses this transformation with precision. Drawing on the form language of the brake disc, the design becomes a bold symbol of engineering excellence, dynamic energy and continuous development. A visual system that makes expertise tangible – and change visible.

Breyden. The brake disc company.
Ready for the next generation.