Allink relies on Chuchi Stories for Mettler rebranding
The Zurich-based agency Allink has developed a comprehensive rebranding strategy for commercial kitchen manufacturer Mettler. Instead of focusing on technical equipment, the new brand identity puts people at the center. With the tagline «Your partner for commercial kitchens» and the new domain «mettler-chuchi.ch,» the company is emphasizing approachability and Swiss identity.
Mettler has been supporting Swiss catering businesses for over 20 years and has established itself as one of the most important players in the industry. The previous brand image could only do justice to this position in the market to a limited extent. With the rebranding, the focus was to be expanded from pure technology to a partnership-based collaboration. There was also a desire for a brand identity that employees would be proud of.
New claim emphasizes partnership
As part of the rebranding, the previous addition "Gastrotechnik AG" was replaced by the new claim "Your partner for gastro kitchens". This emphasizes the close cooperation that goes far beyond the technical equipment. This closeness runs consistently through all communication elements: from the language and imagery to the new domain mettler-chuchi.chwhich succinctly sums up the brand identity and authentically conveys Swissness.
Kitchen aesthetics meet human stories
As part of the rebranding, a new wordmark was created: a hand-drawn lettering whose "M" is transformed into a logo through manipulation in three-dimensional space. The modular structure and sharp angles of the design are reminiscent of precise kitchen plans - clear, functional and precise. An elegant and timeless aesthetic is reflected in the silver and gray tones, echoing the atmosphere of catering kitchens.
The imagery deliberately focuses not on the kitchens themselves, but on the people who work in them. Gastro kitchens become a stage for restaurateurs and their individual stories. These personal stories are told on the redesigned website and disseminated as part of brand marketing via social media and newsletters.
Responsible at Allink: David Zangger (Creative Director, Partner), Selma Caglayan (Senior Brand Consultant), Davide Rossetto (Design Director), Florin Schweizer (Brand Marketing Consultant), Simon Zangger (Photo & Film Director), Mitch Hottinger (Photo & Film Producer), Manolo Breton (Photography Apprentice), Marko Minic (Developer), Nicolai Spicher (Digital Designer). Responsible at Mettler: René Mettler (Managing Director, Head of Sales, Consulting, Planning, Projects), René Gisler (Head of Processing), Joy Martin Springbrunn (Consulting, Sales), Renate Wonneberger (Internal Sales).
