A new visual identity: MC to celebrate its centenary, redefines the brand for the future

It wasn’t your best option of date for Molenchemie. On World Flour Day, March 20, 2023, this pioneer in flour enchancment and standardization presents its new, up to date design, and begins the worldwide celebration of its a hundredth yr in existence. Model new garments, through which the MC reveals her new self-image each internally and externally, is used instantly. It’s based mostly on the Mühlenchemie roots which have made the corporate what it’s as we speak, what it stands for, and what it’ll do sooner or later – as a world market chief, an innovation engine and connecting hyperlink within the milling business, and as a inventive microprocessor who’s at all times there with the shopper.

“Right now we’re a world participant within the enchancment and standardization of flour. Yearly our options course of greater than 150 million tons of wheat, which contributes to reaching meals safety for the world’s inhabitants. Throughout our 100 years of historical past, we now have developed many inventions which were and proceed to be pioneers within the business Right now we’re at house all around the world, and our hearts beat in Ahrensburg, on the Stern-Expertise Middle “Futuremaker”. With our motto “Understanding Flour” we specific this self-image, and our new look emphasizes it much more, “explains Peter Steiner, President The worldwide enterprise unit of Mölnschemie.

The brand new look of the model was preceded by cautious market evaluation and buyer surveys. The goal of the relaunch was to speak the corporate’s values ​​and self-image into the long run, and to emphasise its position as a world market chief, innovation engine and direct associate to mills and mills worldwide, with out dropping contact with its origins. The brand new design wanted to symbolize an additional logical evolution of the model and stay recognizable. Evolution fairly than revolution was the thought. Accordingly, the brand was modernized and the emphasis on “MC” because the shortened type of Mühlenchemie, with a assured, dynamic and cosmopolitan look. This makes this already highly effective model much more tangible world wide. The roots stay seen by means of the corporate’s shade mixture and the rhombus, as a wheat image and predominant picture. Purchasers and MCs are equally essential within the visible time period and converse the identical language.

MC is in direct dialogue with greater than 2,000 mills in additional than 150 international locations. It’s backed by a crew of greater than 150 researchers and builders at 12 Stern Expertise Facilities, together with Mexico, Singapore, India, China, Kazakhstan, Turkey, Kenya and Nigeria. Their data has been pooled at Germany’s central “Futuremaker” Stern-Expertise Middle, and remodeled into options tailor-made to the calls for of the worldwide milling business.

The brand new company design applies to all ranges of the corporate. It should seem on the web site, in social media, in product communications, and at commerce reveals and occasions.