The aim of the relaunch was to simplify the predominant brands, to create a corporate structure that customers could easily understand, and to clearly communicate brand quality and services. The natural way people deal with issues of death and grief plays a central role. One of the corporate goals is inorganic growth. Here, one peculiarity of the market is that Menge is not permitted to change the name of acquired companies. Because of this, the challenge was to create a design system that enables new funeral homes to be integrated quickly and easily into the existing system without changing the name and designing a new corporate design.