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Melitta Professional reveals new brand identity

Melitta Professional

Melitta Professional has launched its new corporate design and brand logo that aims to increase the visibility of the Melitta Group to commercial customers in the out-of-home market.

Since its conception more than 100 years ago, Melitta has been a successful provider of fully integrated coffee solutions in the out-of-home sector. Already, more than 70 per cent of its sales are generated outside of Germany.

“Independence, high quality standards, and our origins as part of the strong Melitta Group – all of that is integral to Melitta Professional,” says Marco Gottschalk, Managing Director of Melitta Professional.

“Together with our partners, we are looking forward to increasing the visibility of the enhanced Melitta Professional brand and our services on the market and expanding our market position.”

The elevated corporate design has new colours, clean lines, and an autonomous word and figurative mark “Melitta Professional”. This aims to highlight Melitta’s expertise in working with ‘professionals’, sharpening the unique role that the brand has on the market.

The classic Melitta lettering has been retained, and will be gradually replace the Melitta brand logo, which previously had white Melitta lettering on a red flag, on the Melitta Professional products.

This familiar brand logo will, however, not disappear altogether, but will be integrated into the new design, with the red Melitta flag instead featured as a finishing touch.

“[It is] by no means dominant but at a respectful distance from the company logo and standing on its shorter side. The trick here is that Melitta Professional products can also be identified by the addition of the Melitta flag in a vertical orientation,” says Melitta Professional. “The flag therefore becomes a label and a mark of quality.”

According to Melitta Professional, while light colours may be used on dark and dark on light both the word and figurative mark, Melitta and Professional, must always be the same colour.

“However, the logo is never used on its own. A specific medium can only be counted as a Melitta Professional product if it has a red accent. The vertical flag is not a must; wherever its use makes no sense or is impossible, it is replaced by a red accent, which should preferably fulfil a purpose, rather than just being a purely decorative element,” says Melitta Professional.

“Typical examples of this are the handle on a coffee pot, wing mirrors on a vehicle, the coloured edge of a business card, or the protruding inner wrapping of a packaged product.”

Melitta Professional created this design in partnership with the Gruppe für Gestaltung (GfG) from Bremen.

“In GfG, we have a team by our side who have already developed various projects with charisma for the out-of-home market in the past and played a major part in our successful relaunch with their creativity and dedication,” says Gottschalk.

“Close teamwork was on the agenda right from the start when working with Melitta Professional. The principle of working on an equal footing with mutual respect contributed greatly to the success of the comprehensive redesign.”

The new brand identity will be rolled out gradually across all communication channels. The redesigned website has been available to view in every country since the beginning of September with the change also reflected in Melitta’s entire product portfolio.

This includes its coffee, coffee machines, technical customer service, digital solutions, and finance sections. The new design also provides insight into Melitta’s underlying expertise, such as the coffee machine production facility in Minden and its infrastructure for digital services.

The subject of sustainability has also been given a special place on Melitta Professional’s website.

“With our new website, we are emphasising the dynamic development at Melitta Professional and giving all the facets of our unique portfolio the space they deserve,” says Markus Reinhardt, Head of Market Activation, Digital Products and Solutions at Melitta Professional.

“The new corporate design creates lots of different opportunities for enhanced showcasing of our strengths as a fully-integrated solution and system provider.”

To view the new website, visit www.melitta-professional.com

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