As the home of British steel, Grunwerg products were manufactured in the UK until the late 1970s and the design team is still based in the Sheffield area. Therefore key colourways and design attributes which draw inspiration from this have been utilised within the new brand guidelines. This includes red brickwork and steel girders which are key signifiers of Sheffield in days gone past.
The website which was launched last year, already encompasses the new branding, and a newly developed trade website will follow suit.
Over recent months, the company has been slowly transitioning from the old logo to the new one, which was originally designed for the cutlery, to highlight the quality and luxury of the products. It was then decided that the logo epitomised the core of everything the company does as Grunwerg products are designed for a life lived beautifully.
The new logo uses furnace black, drawing inspiration from the coal and furnaces used to forge steel, and includes a White Rose of York flower to symbolise the Yorkshire roots.
With the new look comes a new tone of voice and customers will be seeing a more informed yet fun side to Grunwerg. The company wants to engage with its customers on a more relaxed and informal level and hopes to become a well known and loved household brand in its own right.
Ben Grunwerg, director, commented: “Over the past 75 years we have been building a reputation as a company that provides high quality yet affordable houseware products and we wanted the new branding to reflect that. As Grunwerg has a strong history of British design and craftmanship, our industrial heritage plays a huge part in who we are today. That’s why we felt it important to encapsulate it as part of the re-brand.”