Modernising a traditional brand
Our collaboration with Vorwerk began in 2010. A brand that had relied exclusively on direct sales for 80 years. The famous Kobold upright vacuum cleaner was available exclusively from sales representatives who called at the door, and the Thermomix food processor through party-plan systems. The brand was definitely successful. But more than a little long in the tooth.
The time had come to position Vorwerk for the future.
One of the most important measures on the path to reorientation was the clear separation of the umbrella brand and product brands. This was clearly visible in the adaptation of the logos. The Vorwerk logo was retained as the design mark. The product brands on the other hand were converted into word marks. Although their design language continued to refer to their origin – they clearly migrated under the umbrella brand in the hierarchy.
Vorwerk came up with another idea to introduce the paradigm shift: the first flagship store. The Vorwerk Store Hamburg opened in 2011 and was very well received from the outset. On two floors, it provides people with new ways to discover and experience vacuum cleaners, Thermomix appliances and carpets. There are now over 50 Vorwerk shops in Germany.
All shaped by the new corporate design.
Vorwerk Flagship Store,
Senior Vice President, Vorwerk