Markenfels develops new brand for the digital revolution
With its newly founded subsidiary Mouvent, the Western Swiss machinery manufacturer Bobst is taking on global players in the digital printing industry. Markenfels developed the brand for the new technology company.
Bobst is a leading global manufacturer of equipment and services for the packaging industry and is one of the 150 largest companies in Switzerland. In order to strategically develop digital printing for packaging and other substrates with its own technology, a separate company, Mouvent, was founded. The company starts with 80 highly specialized employees at 5 locations in Switzerland and targets international customers.
For the development of the corporate brand from strategy to implementation, Bobst called in Markenfels. The strategic task was to position the Mouvent brand as an independent brand - and at the same time to strengthen the innovation and quality claim of the established Bobst brand.
"Taking crazy ideas to becoming very cool stuff"
In a structured process, Markenfels developed the strategic positioning for the company, derived from this the core messages as well as a globally registerable brand name and logo. On this basis, the brand identity was then designed, which with concise key visuals and robust design principles ensures a fast, powerful launch and efficient management of the brand.
The idea for the new appearance was the motto of the company itself: "Taking crazy ideas to becoming very cool stuff." The idea is brought to life visually and verbally in the brightly colored key visuals. The dual visual language for products corresponds to the fast development cycles of the industry and makes it possible to visualize and market products already in the prototype stage.
To implement the brand, Markenfels developed a roadmap and design for all key digital and physical media, from website, social media and office applications to print media, signage and product labeling.
Markenfels services: Brand strategy, name development, brand positioning, core messages, logo, brand design, communication, pilot media digital and print, implementation planning, management consulting. Responsible at Markenfels: Ulrike Grein (Managing Partner), Gernot Honsel (Managing Partner), Janina Berger (Creative Director), Janine Bachmann (Design), Liene Skrulle (Design), Adrian Gasser (Design), Sabrina Sieber (Consulting). Responsible at Mouvent: Stéphane Mader (Bobst Head of Group Communications), Valentine Rollier (Bobst Exhibitions and events specialist & Team leader), Jan-Frederik Lange (Mouvent Head of Branding).
