Brand relaunch of WMF Professional Coffee Machines underscores global leadership in quality and innovation (Header image above the WMF 9000 F)
Since 1927, professional coffee machines from WMF have lived up to a clear promise: seamless premium experience created through the combination of coffee excellence, reliable solutions and unparalleled service, with the aim of optimising customers’ coffee business on a long-term basis. Now the coffee machine manufacturer is emphasising its commitment to quality leadership “made in Germany” with its latest brand relaunch. The new “Designed to Perform” signature promises an unrivalled level of performance and investment security along the entire customer journey.
As a way of demonstrating the company’s complete customer focus, “Designed to Perform” underscores the combined technological and coffee expertise which ensures that each and every customer is offered the right premium products, functions and services to provide them with consistently high coffee quality and process reliability. But that’s not all. The new performance promise also concentrates on consistently optimising and ensuring the future viability of the coffee business. “As a full service provider, our solutions are more than simply the driving force for process improvements and increased sales in the daily business of our customers. They also represent a highly agile culture of innovation which we pass on to our customers through new stimuli,” explains Viola Linke, Vice President Global Marketing, GBU Professional Coffee Machines of the WMF Group. This continuous dialogue and know-how transfer takes place via functional and digital innovations as well as through consultation services in the areas of coffee excellence and digital business expertise. “This enables us to provide our customers with a central platform for new business models which fully exploit the commercial potential offered by the digital revolution,” clarifies Linke further. The new brand identity of WMF Professional Coffee Machines is consolidated with the aim of always being the customer’s first choice worldwide for professional coffee solutions.
The visual design was realised in accordance with the principle “Product is the hero”. “Unusual light reflections and the high-quality presentation of the elegant materials on a dark background underscore the premium character and create the ideal setting for each individual product. With great attention to detail, we developed a specific background for each machine – in exactly the same way that we create our coffee machines. This produced a special 3D effect, providing the perfect stage for each product,” explained Viola Linke.
The brand relaunch was developed by creative company Studio Volpi, which is based in Carnage/Varese, Italy. With its team of 50 creative professionals who collaborate across disciplinary borders, Studio Volpi was the optimum partner for a successful realignment of the brand identity.