15 years after their last redesign we want to make sure that the progress we have made internally will also be visible to customers and employees. CEO Thomas Gutberlet.
To sell good food responsibly – this was the principle Theo Gutberlet had in mind when he opened his first grocery store in 1947. Today the anthroposophic-oriented family business is one of the leading suppliers of healthy foods, with over 300 tegut... outlets.
The house colour remains orange but all other elements of the corporate design have been carefully modernised and express the company philosophy: lively, meaningful, simple. The chief visual element is the superellipse, a figure halfway between a circle and a square, invented by the Danish scientist Piet Hein. In the new markets it creates a cheerful and functional means of orientation and is a unique feature for tegut….
The new look will be introduced in renovated stores starting in mid-March 2010. Edenspiekermann has also designed advertising and printed material, and documents all updates to the corporate design in a style guide.