Strengthening market positioning.

The loss of a loved one is always a difficult moment—a time of grief and sorrow, but also a time for coming together, sharing memories, and celebrating life.

For years, PFG has been committed to supporting families with care and compassion during these deeply personal moments. When the PFG teams approached Groupe Zebra to rethink their brand strategy, we mobilized to rise to the occasion and address this meaningful challenge.

At the heart of the brand strategy? PFG’s unique ability to personalize funeral tributes—a true commitment to offering each family a ceremony that honors the deceased and brings loved ones together.

This brand strategy was then translated into a visual identity and retail concept by Zebrand, our creative studio specializing in brand identity. Meanwhile, La Chose developed a touching and authentic advertising campaign, perfectly capturing the emotional depth of this moment:

“There are so many reasons to celebrate life, and just as many ways to honor a life.”

A heartfelt thankyou to the PFG teams for their trust.