Challenger’s brand promise is ‘Life. Made Better.’ as it seeks to improve protection.

Guardian, the heritage insurance brand founded in 1821, is being brought back to life by its new owners, Gryphon Group Holdings, as they launch a fresh identity for their protection business.

The brand is based on the promise of ‘Life. Made Better.’ and reflects the business’s commitment to rethink and reinvent protection for the better; providing its customers with exceptional cover that won’t let them down, that’s easy to understand and simple to buy.