One for all. This is how a new umbrella brand combines competency.

With its product brands VEGA, ERWIN M., JOBELINE and PULSIVA, the Erwin Müller Group is the multichannel player for the hotel and catering sector. Being a full-range supplier, it covers everything B2B clients need for their business. But not every client knows this, since there is no unitary initiator but rather different product brands. This means that the clients of the single brands don’t know about the full range of the brand groups – which is why the desired cross-selling isn’t represented as it should be. This should change, so that the Erwin Müller Group can be perceived by the commercial and private target groups in its full dimension.

The declared goal: an umbrella brand that gradually replaces the fractal product brand communication. Together with our client EMG, we have operated the complete brand transformation process for the new umbrella brand LUSINI: brand consulting in the shape of strategic consulting, the planning and execution of workshops as well as the development of the corporate design for the umbrella brand LUSINI. The next step will be the implementation of all necessary offline and online measures with the help of a new brand guide and style guide. We are looking forward to it.