Superiority
A new premium identity
The name Vorwerk stands for superior products. A trait that is summarised in the brand essence of SUPERIORITY. In addition, an aspiration that is once again visible today:
The new corporate design has revived the premium quality impression of the brand identity.
Engineering
change
Vorwerk’s new brand strategy is based on six clearly defined values: attractive, clear, timeless, high quality, confident, human. To bring these attributes to life, we focused on logos, typography and colours. We engaged intensively with Vorwerk’s product designers, re-designed packaging, defined image styles and developed the on-line style guide.
From the website through to marketing the Thermomix recipes, we created a consistent, global brand experience for Vorwerk.
Logo Redesign
Colors
Typography
Vorwerk Markenfächer &
Brand Book
Vorwerk CD-Net
Design Sketches
A development with
constants
Not everything was re-invented. However, everything that was superfluous was omitted. And elements designed in such a way as to create a contemporary appearance. Vorwerk Green was retained as the company colour, but its use was significantly pared back and it was complemented by other colours. At the same time, we added the generous use of white as a design background and elevated the green band, derived from the product design, to a design principle.
The result is a clear, pure image that conveys the premium standards of the brand.
Premium
presentation
The high-quality products are presented as such. In a concentrated, spatial arrangement in which they convey a dynamic appearance against a serene background.
This is superiority expressed using visual imagery.
The human
factor
The company’s history of face-to-face direct sales, but also its current image as a modern family-owned enterprise, places people at the heart of the Vorwerk brand. This is a value that is reflected in the warm photographic imagery that depicts people in their living environment. Products are integrated, but are not the focus of the image.
The focus is devoted to conveying an emotional, authentic atmosphere.
DFBCorporate Branding
New
Tactics
AudiCorporate Branding
