Europe’s largest sparkling wine producer strikes a balance between tradition and innovation
26 product brands, 870 employees
and 7 locations –
unified under a new brand.
An umbrella brand is more than the sum of its parts. It indicates the roots, the present and the future of the entire corporation, thus boasting a particular timelessness. We came up with a face that allows this complex identity to become visible, from the inside outwards.
A symbol steeped in history
In 1856 two brothers, Moritz and Julius Kloss, laid the foundations of Rotkäppchen-Mumm, when, together with their friend Carl Foerster, they established a wine store, “Kloss & Foerster” in Freyburg. And since time immemorial, a modified version of the logo of a “winged bottle” has been decorating the labels of Rotkäppchen Sekt.
At the time it was usually only the upper classes who were in a position to afford this excellent sparkling wine. Times have changed – nowadays Rotkäppchen-Mumm products stand for:
The kind of pleasure
many can afford.
The new corporate design aims at expressing this brand essence.
From idea to implementation
Intense enjoyment and an affordable price are by no means mutually exclusive, and the same applies to tradition and innovation – something that Rotkäppchen Sekt demonstrates impressively. It was our objective to communicate this balancing act – and without resorting to rhetorical devices.
The redefined corporate typefaces conform to this objective – a clear, modern script font is accentuated by a display font with a strong character, one with a nod to classicism. At the same time, we bring out the umbrella brand’s visual identity, highlighting its different elements.
When developing the figurative mark, we consciously rejected regal opulence so as to stress the grounded quality of this modern company. During the process, the logo of the “winged bottle” was developed further, before being dynamically transferred to a layout grid for all kinds of different uses.
The corporate colors: gold, vanilla, grape, oak
To date there has not been an independent image portfolio for Rotkäppchen-Mumm. Until now, the pool of images for the individual consumer brands have been used. Although this is an indication of the diversity of the Rotkäppchen-Mumm brand, it has often resulted in piecemeal work. For the Rotkäppchen-Mumm umbrella brand we therefore came up with an entirely new image portfolio, one which is completely in line with the CI, focuses on those special moments – and is authentic, approachable and highlights the human aspect.