How VFI GmbH transformed its neutral labelling into an evocative, contemporary brand.
The Austrian family business VFI in Wels has arrived in the 21st century with its expertise and products. VFI has been producing organic oils and smart, complex oils of reliable quality for decades. However, after 40 years, the brand had gathered dust and no longer reflected these developments. EMBASSY supported the company in renewing the VFI brand and positioning it for the future.
At the heart of EMBASSY’s task for VFI GmbH was the goal of supporting the traditional food industry company in terms of brand strategy, communication of its new, innovative business areas, revitalising the content of the corporate brand and making its communication fit for the future.
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VFI was founded as Vereinigte Fettwarenindustrie and was previously known in Austria primarily as the market leader for independent consumer brands such as Bona, Kronenöl, Osolio, Ceres and Frivissa. For industrial customers, VFI was first and foremost a pure labelling brand with no added value.
After a good forty years, however, the family business has evolved. The oil producer has become a broad-ranging producer and production partner for food processing. VFI has acquired great expertise in organic production and in the processing and blending of oils. The company is the world market leader in highly sensitive fat blends for baby food. VFI is just as capable of producing trustworthy organic oils as complex, smart oils that are produced to the point for their application in the kitchen or food production.
The VFI brand needed to finally signal these realities and strengths more strongly and also visually lead the family business into the new millennium. EMBASSY guided VFI through a brand process and worked together with stakeholders from the company to develop what the VFI brand should stand for in the future. The claim ‘Oils for Life’ expresses at the forefront of communication what VFI’s strengths are and what the company will be focussing on in the coming years. EMBASSY implemented VFI’s communication in terms of content, structure and design in various media and updated the company’s corporate design.
