The JUNG Group unites three companies under one roof: Jung Process Systems, Jung & Co. Gerätebau and FAS Füllanlagenservice. Until now, each of these companies had its own brand identity. Despite close cooperation at a common location and mutual support, no clear affiliation between the brands was recognizable to the outside world. The aim was to make this internal connection visible and create a uniform brand identity.

The challenge.
The biggest challenge was to unite the three independent brands into a common umbrella brand without losing the individuality of each company. A brand architecture had to be developed that reflected both the synergies of the companies and the needs of customers and employees. At the same time, a visual identity had to be created that communicates the feeling of togetherness to the outside world and harmonizes all brand appearances.

The solution.
Blaupause conducted a strategic workshop that formed the basis for a new brand architecture. The common customer benefits and synergy effects were developed. Based on the results, we developed a brand manual that defines the positioning and brand essence for the entire JUNG Group and its sub-brands. In addition, we designed a new brand world that unifies the Group's brand identity and visually emphasizes the affiliation. A central element was the revision of the logos to ensure that they fit together harmoniously and are perceived as part of a common identity. A creative play on words was launched as a central communication element: An either-or question focuses on two seemingly contradictory customer benefits. The answer to these questions is always "Both is better". This creative trick can be used flexibly - in the Group's brand communication as well as that of all three companies and in employer branding.