Erlenbacher

Erlenbacher is the largest German manufacturer of frozen cakes, pies, and desserts in the B2B sector. Since introducing their first apple cake in 1973, Erlenbacher has continually demonstrated what goes into a good cake and all the baking expertise that makes every bite a treat. It’s something they’ve been doing for over 45 years around the world.

Challenge

brandtouch° was entrusted with the futureproofing of the brand. Important goals included the communication of Erlenbacher’s unique market position and the focus on long-term competitive advantages. Equally important was the desire to modernize its strategic positioning without altering the essence of the brand, which has been known and loved by employees and customers for decades.

Positioning
The secret ingredient in baking: passion.

From the very beginning, we observed that Erlenbacher employees were the most important source of information and inspiration for the rebranding. Thanks to individual interviews and extensive research, we gained valuable insights into the company, industry, brand, and culture. It was soon clear that the new positioning had to come from the shared sense of passion that permeates the entire company down to the smallest detail.

This passion is translated into a modernized identity, complete with a new logo and claim, as well as a fresh layout and new brand language. All these elements are found throughout the new communication, from the company magazine “Backzeit”, to packaging, trade fair debuts, and their online presence. In doing so, Erlenbacher moves forward while keeping its unique flavor.

All these aspects bring Erlenbach’s claim of “continually rethinking cake” to life. Or as they say it:”Passion & Cake since 1973″.