When Kohler Co. sold a majority stake in its energy unit to Platinum Equity, it established Kohler Energy as an independent business, operating in more than 100 locations worldwide. The new entity brought together a diverse portfolio, including Power Systems, Engines, Home Energy, Kohler Uninterruptible Power, Clarke Energy, Curtis Instruments, and Heila Technologies.
Five months later, Kohler Energy rebranded as Rehlko—a pivotal transformation requiring careful coordination and strategic execution.
Challenge
As a carve-out, the brand transformation needed to be executed rapidly and within strict deadlines. Multiple business transformation initiatives were running in parallel, making coordination critical.
Adding to the complexity, Rehlko had only a limited window to use the Kohler brand post-separation. This required strategic decisions on migration timing, approach, and execution—while accommodating the unique needs of each business unit (BU). With distinct customer bases, varying brand equities, and different levels of readiness, the transition had to be carefully managed across global markets.
Solution
To simplify complexity and mitigate risks, we conducted a comprehensive Impact Assessment across all BUs, gathering insights from key stakeholders from all affected business functions (e.g., IT, legal, real estate, and operations).
From there, we developed multiple rebrand scenarios, balancing the strategic ambitions of Rehlko with the practical realities of each BU. Close collaboration with the branding agency and in-house teams ensured that the vision for the new brand aligned with operational requirements.
Key aspects of our approach included:
Clear, data-driven decision-making: we provided structured rebrand scenarios, outlining budget implications and feasibility, ensuring leadership had full visibility and control over the transition.
A deep dive into high-cost areas: we identified efficiencies in product packaging, real estate, legal, and distribution channels—maximising cost-effectiveness without compromising impact.
A phased, implementation plan: by structuring the migration in manageable phases, we ensured internal teams had the knowledge and confidence to implement the rebrand successfully.
Results
Rehlko officially launched in September 2024, with a phased migration across business units over the following months. Teams across the organisation were equipped with structured implementation plans, ensuring a smooth transition while minimising disruption.
We also supported Rehlko in the sourcing and selection process for a new brand portal—a centralised hub where employees and distribution partners can access the latest brand assets, ensuring consistency and alignment across all business units.
With a careful planning and strong internal engagement, Rehlko’s brand transformation was not just a change of name—it was a carefully managed transition designed for long-term success.
100+
Global sites rebranded
5 month
Migration plan delivered
1
Unified brand platform
