A merger for thenext generation
iprona This is the inspiring story of the entrepreneurial Philipp family, who merged five independent companies in the food industry. With our support, they created a shared brand identity that creates new opportunities for the next generation. The aim was to make the businesses more competitive in the market and establish a strong foundation all 600 employees could identify with.
Five different identities in three countries
The original company, Bayernwald, was founded in 1923. Over time, the family acquired other companies in Austria and Italy. These all made their mark in the beverage and ingredient sector thanks to their innovative technologies and expertise in processing fruit. The family faced the challenge of uniting these independent companies into one that is more than just the sum of its parts – for the next generation.
Making bold decisions, taking ground-breaking steps and being there for each other is the spirit of and foundation for our success.
One strong shared identity
We started by analysing the five companies, their individual cultures, values and strengths. We worked with the decision-makers to define a vision for the future and expectations of the new umbrella brand. This provided the basis for us to develop one overarching brand strategy. The new iprona brand reflects the essence of all companies and the values of the founding family, positioning them as a leading player in the industry.
One visual and linguistic entity
iprona stands for »Industrial Production of Natural Ingredients«. It’s easy for people around the world to pronounce and represents the family’s aspiration to produce natural, high-quality foods. The new logo visualises the company’s knowledge of the taste and function of fruit essences. The idea: A drop falls on the tongue, changing it to an intense colour that symbolises the experience of tasting.
The company processes all types of fruit, which makes it possible to use the logo in a wide variety of colours. The primary colour, violet, is consistent with the company’s core competency of processing red and blue fruits.
The three-part headline and image system, »we make taste«, illustrates the company’s process expertise and the benefit for the customers. The variation »we make health« expresses the healthy quality of the ingredients. It’s possible to use this construction in a variety of ways, e.g. »we make colors«.
A secure future for the next generation
Lutz Philipp, iprona shareholder and President of the Supervisory Board, explains: »Making bold decisions, taking ground-breaking steps and being there for each other is the spirit of and foundation for our success.«
The five once independent locations are now unified under a strong umbrella brand. The ten grandchildren that make up the next generation can continue the family’s legacy, leveraging synergies and bringing the company to new heights.
Nadine Nadler, Strategy Director KMS TEAM adds: »This project is an example of how branding can shape the future of a company. At KMS TEAM, we believe in the power of the brand identity to do more than just tell stories. It also creates opportunities for the future.«
This project is an example of how branding can shape the future of a company.
iprona
iprona is one of the most important international fruit processing companies. Their range of products includes concentrates made of berries, citrus fruits and tropical fruits, infusions and colouring foodstuffs, functional polyphenol extracts and made-to-order bases for beverages.
