BLANCO:

Stuttgart, April 30, 2025. (Press Release)

The branding agency Strichpunkt, with studios in Berlin, Hamburg, and Stuttgart, has completely redesigned the brand and communication presence of BLANCO as its lead agency. BLANCO, headquartered in Oberderdingen, Baden-Württemberg, has evolved in recent years from a component manufacturer for sinks into a system provider for water places in private home kitchens. As part of this transformation, Strichpunkt’s Berlin and Hamburg studios developed a comprehensive new communication strategy, including campaigning. The new branding is now visible across all BLANCO touchpoints—ranging from catalogs and brochures to digital marketing materials and retail spaces of distribution partners—coinciding with the company’s 100th anniversary.

Strichpunkt also developed an extensive modular toolkit for BLANCO—featuring a corporate design with a distinctive and recognizable color scheme, expressive typography, and modern, minimalist imagery—all contributing to a genuine corporate identity that is, in itself, part of the new communication world. Specifically, the color scheme has been refreshed and streamlined in line with the new brand identity, giving the brand a sharper, more distinctive profile. The expressive Valizas typeface, combined with the timeless Helvetica, enables impactful presentation of both digital and print text elements.

The new illustrative visual language emphasizes seamless modularity as the core idea of the BLANCO kitchen water place: each component of a BLANCO UNIT is highlighted as a premium element in its own right. The imagery of the new brand identity focuses on essentials, stages premium quality, and overall reflects the self-confidence that comes with 100 years of expertise in the kitchen water space.

In addition, Strichpunkt developed the new brand claim: “Keeping it BLANCO since 1925”, which serves as an overarching campaign framework and will be used internationally. The claim works not only in its original form, but also in combination with over 100 other terms—from “aesthetic” to “timeless”—offering numerous variations.

Daniela Römgens, Head of Marketing at BLANCO, explains:
“We set out with the goal of staging the kitchen water place as a central space in the kitchen. We want to highlight the uniqueness of our solutions for consumers in this specific area. To do that, we had to break free from the conventional and indistinguishable portrayal of kitchen environments that dominates the industry. That requires courage—but that’s exactly what the BLANCO brand stands for.”

Peter Matz, Member of the Executive Board at Strichpunkt, responsible for BLANCO’s new brand identity, adds:
“We were inspired by the pioneering role of developing an integrated brand and communication strategy in a very specific market segment—one that includes all the classic elements of CI/CD. Until now, companies in this market haven’t had a truly suitable brand language. With our work for BLANCO, we’re sending a strong signal to the market: For medium-sized businesses or internationally active brands without massive global media budgets, integrated brand and communication strategies from a single source are a smart solution.”

The new BLANCO brand identity will be rolled out internationally in phases. The launch begins in the German domestic market, followed by key markets such as the UK, North America, and China—with more to come.