Aus Verantwortung zum Metall – die Marke Feinhütte
Winner
Excellence in Brand Strategy and Creation
Brand Design – Corporate Brand
Details
For over 400 years, Feinhütte has recycled metals, keeping valuable raw materials in circulation. Innovation, responsibility and sustainability shape its daily business – producing Metal 2.0 with minimal environmental impact. Deeply rooted in its heritage, the company now looks boldly ahead. In a brand workshop, the communication focus shifted from tradition to the future. The new brand identity is defined by the claim 'Responsibility for metal.', a logo forged from product shapes, and the quality seal 'Future by recycling. Since 1612.'.
The Jury‘s Statement
From a historically shaped brand with an organically grown design, Feinhütte develops a clear corporate brand with a future-oriented stance. The repositioning shifts the focus from heritage to responsibility in dealing with resources and translates this claim precisely into slogan, brand mark and quality seal. Particularly relevant in this category is the derivation of the sign from the product forms: it anchors the design in the company context and makes the brand presence consistent across applications. The result is a brand image that does not put heritage on display, but carries it forward into a resilient identity for the tasks ahead.
