WMF – Upgrading a Heritage Brand   

From premium to modern luxury: Serviceplan is designing the new WMF brand experience to make it stand head and shoulders above its imitators.

What do you do when your successful brand communication is imitated by so many competitors that your own brand no longer stands out from the crowd? You forge new paths and treat your heritage brand to a smart brand relaunch that restores its uniqueness, heightens its international profile and makes it even more exclusive.

This is the approach adopted by the heritage brand WMF: together with its international lead agency Serviceplan Campaign in Munich, the company is implementing a completely new international brand-communication strategy this autumn. WMF is thereby blazing a new trail in communication and positioning itself in the “Modern Luxury” segment with a streamlined product portfolio that highlights its core strengths: design, innovation and craftsmanship.

WMF embarks on its journey into the future

Kilian Manninger, President Consumer BU WMF Group, explains: “Our new communication approach is part of a holistic brand strategy whose purpose is to hone and consolidate the role of WMF as a premium brand, not least on the international stage. The concept developed by Serviceplan for the relaunch is perfectly tailored to our target groups and immediately impressed us”.

The new brand approach has been translated into modern “forward premium” communication. More on this from Matthias Harbeck, Chief Creative Officer Serviceplan Germany: “WMF and Serviceplan already set new benchmarks for the market with the previous brand relaunch in 2014. Many people have simply imitated us in the interim. What used to be premium has now become mass premium. This is why we needed a new approach that emphasizes even more powerfully the premium standards of the brand and its customers – in particular the experience of exceptional craftsmanship that WMF delivers”.

With the premium slogan “Feel perfection”, the new brand experience utilizes pared-back, high-quality imagery. The images concentrate on the perfect moment between person and product, and the resulting sensuous experience. Here, the product remains the iconic focal point and consistently adheres to the principle of “less is more”. This new imagery is visually embedded in a cosmopolitan environment reminiscent of an international metropolis.

The new brand film was shot by the famous Australian directing duo The Apiary. The realisation of the film and photo production is by Namoto.

Contact: Matthias Harbeck, CCO Serviceplan Germany