Bühler Services Sub-Brand and Campaign

As a global market leader for process solutions for the food, feed and materials industries, Bühler offers customers an ever-expanding range of integrated and digital services. This area should become a further driver of growth in the company. For successful positioning of the services on the market, a communicative and visual ‘bracket’ and focus on the portfolio component of the clearly defined target group segment were needed.

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With the help of Bühler Services, the service portfolio communication was repositioned and the added value for customers was identified. The original corporate design was strongly focussed on the product business. What was needed here was a differentiated service portfolio and grouping of individual services to make navigation to the company offerings easier for customers. 

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K16 developed a corporate design system that visually distinguished the service business from the hardware business while still adhering to the original corporate design. At the same time the brand architecture for sub-brands was simplified to focus clearly on and strengthen the master brand. Valuable customer insights were gained from the service strategy as well as interviews with target groups. They formed the basis for a digital brand awareness campaign for communicating the service offering to the broad market.

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Core element of the campaign: Three 3D reels stage smoothly running production processes such as flour milling, metal die-casting and chocolate portioning in the relevant media and on social media.

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