Chaffoteaux, formerly known as Chaffoteaux & Maury, was confronted with a poor brand image due to problems with quality and reliability. Following the takeover of this ailing brand by the Italian MTS Group, its managers made a decision to reposition the brand to give it a more competitive edge. The objective was to become the preferred brand amongst professionals. With its prime target audience now being installers, advertising for the brand had to highlight the simplicity, clarity, proximity and reliability of a brand that is ready to listen to its customers. This was an ambitious and strategic change in direction and was accompanied by new product ranges, a complete overhaul of industrial tools and the launch of a new range of ecological products.

bb&b was handed the task of implementing this new positioning, which had been designed by a London agency, in 2007. The project included the creation of an image bank, the compilation of visual identity guidelines, the complete overhaul of sales tools, the design of the first general catalogue for the brand, internal communications, support for subsidiaries etc.