Development of a traditional company
Knüppel Verpackung, a company with a long tradition, has developed from a paper wholesaler to a comprehensive supplier of packaging solutions for industry, trade and service providers through takeovers, cooperations and its own innovations. Today, the family-run company with around 500 employees is one of the most renowned players in the packaging industry. In addition to six locations in Germany, Knüppel has subsidiaries in Austria, Hungary, Ukraine and Denmark and other joint venture companies.

The challenge.
The company's positioning and external image could not keep up with the rapid business development: In the minds of many customers, Knüppel was still anchored as a pure wholesaler due to its broad product portfolio and product-heavy brand world. Knüppel therefore commissioned Blaupause to find new ways of repositioning the company in its external image.

The solution
We quickly realised in a joint strategy workshop that services play at least as important a role for the target groups as the products.
That's why we positioned Knüppel as a leading specialist for industrial packaging solutions that can meet any customer requirement thanks to its wide range and many years of know-how. To make this positioning tangible, we developed a brand world that shows extreme places of use where packaging solutions from Knüppel offer optimal protection for transport and storage.