Unifieddiversity
Rotkäppchen-Mumm is Germany’s market leader in the field of sparkling wine, branded wines and spirits. The family-owned company successfully unites tradition and innovation, seeing itself as a modern designer of brands. Rotkäppchen-Mumm brought us into the team to overhaul their corporate brand.
The aim was to update the Rotkäppchen-Mumm corporate brand, effectively translating the theory into practice and bringing the brand to life for all target audiences. We simplified the existing brand model and defined a new corporate identity with the brand values »focussed, respectful and formative«. These attributes guide employees in their work and interactions while providing the foundation for the corporate design update.
We came up with the guiding principle ›unified diversity‹ through several iterations and an internal workshop. This overarching theme for communication reflects the variety within the company and emphasises team spirit as an essential aspect of the corporate culture.
Finally, our corporate brand becomes tangible for everyone.
The revised corporate design focusses on the culture of indulgence. It’s possible to separate the wordmark and symbol from each other and use them on colour backgrounds. The team chose Tobias for headlines and Aktiv Grotesk as the house font – modern typefaces that also work perfectly in digital media. Updated colours like grape, gold and anthracite complement the new, warmer imagery.
Anne Schmidt, Director Corporate Affairs & Communication at Rotkäppchen-Mumm, explains: »Finally, our corporate brand becomes tangible for everyone. Our colleagues especially like the fresh look. We’ve introduced something truly extraordinary. We took the core idea, ›traditionally modern‹ and created a modern design without losing sight of our history«.
Wolfram Kornemann, Design Director KMS TEAM, adds: »Rotkäppchen-Mumm stands for moments that people enjoy – and this is exactly what the new corporate design gets across. Our design principle of an abstract wine bottle label is easy to implement while offering maximum flexibility across all brand touch points.«
Our design principle is easy to implement while offering maximum flexibility across all brand touch points.
Rotkäppchen-Mumm
Rotkäppchen-Mumm is Germany's leading supplier of sparkling wine, wine and spirits. Since its founding in 1856, the company has stood for a constantly growing range of brands and innovations. The number one in the German sparkling wine, branded wine and spirits market combines a diverse selection from its own production with a range of over 200 international premium products. In 2022, the company achieved a total turnover of 1.2 billion euros with its nine locations.
