At the award ceremony in Berlin, Markus Reinhardt, Head of Market Activation, Digital Products and Solutions at Melitta Professional, accepted the prestigious award together with Ole Bergmann and Michael Rommel, Senior Designer of our design partner Gruppe für Gestaltung (GfG). "After the extremely positive feedback within the company and from our customers and partners, the recognition with the German Brand Award is another great confirmation that we have taken the right path with the brand relaunch," comments Markus Reinhardt.

At the centre of the new brand identity is our identity as a holistic partner for needs-based system solutions in the out-of-home market, who can offer its customers everything from one and the same source: Special coffees, professional coffee machines, the factory's own technical customer service, digital solutions and customised financing. The new corporate design with new colours, clear lines and independent word picture mark "Melitta^® PROFESSIONAL", combines the umbrella brand "Melitta" with the company's expertise in working for "professionals".

"We have moved Melitta Professional's identity as a holistic partner into the heart of the brand and translated it into a straightforward brand design," explains Björn Voigt, Managing Director of the design agency responsible, GfG. "The roll-out of the new appearance stretches all around the world," reports Jens Greisinger, Managing Director at communications partner Leonhardt & Kern. "It covers all communication channels, all customer touchpoints and the entire product portfolio."

Melitta's typical lettering has been retained in the new corporate logo, which also replaces the Melitta brand logo (white Melitta lettering on a red flag) on Melitta Professional products. The familiar brand logo does not disappear completely, however: where it can be sensibly integrated into the medium, the red Melitta flag reappears as an accompanying finishing touch, by no means dominating, but at an appropriate distance from the corporate logo and raised to its narrow side. The highlight here is that Melitta Professional products can also be recognised by the fact that they use the Melitta flag in a vertical orientation. The flag thus becomes a label and seal of quality.

One of the most important German brand awards

The German Brand Award is presented annually and is one of the most important brand prizes in the German-speaking world. A jury of experts from business and science awards unique brands. The initiator of the award is the German Design Council, an independent and internationally active institution for the promotion of design, brand and innovation.