edenspiekermann_
Ahrend

The number of strong international players is growing in every sector. This makes it all the more difficult to stand out as a company on the basis of product characteristics and quality. That’s why Ahrend asked Edenspiekermann to develop a clear brand profile to strengthen its position at home and abroad.

After a thorough analysis and together with Ahrend, Edenspiekermann developed a new vision and mission. The pay-off ‘Ahrend. Always ready for things to come’ sums up the brand’s promise. Ahrend is the constant factor in a continuously changing market. Not the product, but the brand is central.

Ahrend’s brand development was handled in an unusual way for an organisation in the office furniture sector. Research into recent market developments in combination with the strength and ambition of Ahrend are the foundations of this. Together, these created a new vision and strategy.

The rejuvenation of the logo increased the visibility of the brand. Edenspiekermann has made the new logo more legible and contemporary, while retaining the concept and power of the old logo.

The introduction of the refreshed brand took place during a 3-day brand experience: ‘Things to come’ at the Beurs van Berlage in Amsterdam. Ahrend introduced new products and revealed its vision of the office of the future to architects, interior designers, facility managers and other interested parties. Edenspiekermann worked on this event with architects, composers and theatre makers.

We also developed a film and what is called a ‘brand glimpse’ for this event. The film and ‘glimpse’ contained all the information on the revised brand.

After the ‘Things to come’ brand experience, the Ahrend 230 and 500 were the best-selling Ahrend products. Ahrend has a steady position in the market once more, both at home and abroad.

This project was nominated for the Dutch Design Awards 2003.