This year seems to be the year of change, with global companies such as Peugeot, Krosno and Zyliss announcing their rebranding campaigns at Ambiente in Frankfurt.
From June 2018, French kitchenware and tableware brand Peugeot, well known for its Paris salt and pepper mill, will be introducing a new signature, a new identity and new product categories.
The company’s CEO, Jean-Philippe Peugeot, says it’s time for Peugeot to focus on the future and attract a new and younger generation.
“Our iconic lion has been refreshed and modernised, to make a powerful statement,” he explains. “The Peugeot name has also been widened and it’s about more than just products, it’s the experience that we are promoting.”
A new logo with a more youthful and modern look illustrates the brand’s enthusiasm, says Peugeot. “A button with a striking design depicts the lion’s claw and will, from now on, adorn all products of the brand.”
Besides introducing new colours including the code colour of the brand, red, new items have been added to the company’s portfolio. This includes a new knife range, new line of glassware, a much anticipated return to the coffee category and a new selection of spices.
Glass brand Krosno is also turning to a younger audience with a new logo, new packaging and a new website.
“At Krosno Glass, we know that important events require a proper setting, which is why we are extremely pleased and proud to present our new logo, branding materials and a bold sales presentation,” says Paweł Szymański, president of the management board, Krosno Glass.
“This setting is underpinned by vital, positive changes in our glassworks that will expand the sales of our glassware in Poland and abroad, including the online channel, drawing on a strong Krosno brand in line with our strategy for 2018-2023.”
The revamped brand portfolio consists of 280 brands in four categories—drinkware, serveware, giftware and home décor—and two new segments, premium and casual.
Krosno Glass chief marketing officer, Monika Jusińska-Zbiegniewska, adds that Krosno begins a new chapter in its history with the motto ‘experience life more beautifully’.
“By using a modern, stylistically distinctive concept, we want to unlock the potential of our glassware,” she says.
“The Krosno brand takes its users to a world where beauty, quality and sophistication are the most cherished values. We want Krosno to continue to be unequivocally associated—as it has been for decades—with famous Polish glassware, much like ‘American Bourbon’ ‘Italian Prosecco’ or ‘Dutch tulips’.”
At Ambiente, the company displayed a mock-up of packaging the brand is going to gradually implement by the end of the first half of 2018.
By Marion Gerritsen
