Case study:
Brand strategy, development and implementation
Working with wheyco GmbH to unify and reinvigorate the brand and redefine their positioning within the marketing.
wheyco is a subsidiary of DMK Group, the largest dairy Company in Germany and produces natural dairy ingredients made from fresh cheese whey, such as WPC, lactose and permeate. Their high quality products known for their excellent nutritional profile and functionality, are used in food applications, infant formula and sports nutrition.
Our work on the wheyco marketing and growth strategy is based on two core principles:
1. Building the brand on what gives wheyco relevance i.e. by deeply understanding how wheyco benefits their customers. By delivering on precision, consistency and reliability wheyco lowers market and product risk for their customers. Lower risk leads to long-term sustained profitability.
2. Building the brand on what differentiates wheyco from their competitors i.e. how they stand out and make sure what they say is believable (defendable)? Wheyco is known for doing a few things well and has a reputation for manufacturing excellence. This is a rare find in the market – a niche provider that manufactures at scale.
Based on these principles and other key insights, the new wheyco brand expression has both an inward and an outward objective.
The inward expression is intended to cultivate a culture of excellence. This is represented by the WE ARE MAKERS positioning. The outward expression has two elements MADE RIGHT and MADE FOR MAKERS. These are demonstrated below across various brand touch points.
OUTPUTS – Brand identity and guide, website, packaging, photography, illustrations, iconography, tradeshow and presentation collateral, promotional material, publications, and administration collateral.
Outward
Inward
