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Rotkäppchen-Mumm is Germany’s market leader in the field of spark­ling wine, branded wines and spirits. The family-owned company success­fully unites tradition and inno­vation, seeing itself as a modern designer of brands. Rotkäppchen-Mumm brought us into the team to overhaul their cor­porate brand.

The aim was to update the Rotkäppchen-Mumm corporate brand, effectively trans­lating the theory into practice and bringing the brand to life for all target audiences. We simplified the existing brand model and defined a new corporate identity with the brand values »focussed, respect­ful and forma­tive«. These attri­butes guide em­ployees in their work and inter­actions while pro­viding the foundation for the corporate design update.

  • Positioning / identity
  • Typography / corporate fonts
  • Imagery / illustration / iconography
  • Brand activation
We came up with the guiding principle ›unified diversity‹ through several iterations and an internal work­shop. This over­arching theme for commu­nication reflects the variety within the com­pany and em­phasises team spirit as an essen­tial aspect of the corporate culture.

Julia Puga
Senior Brand Strategy Consultant KMS TEAM

Finally, our corporate brand becomes tangible for everyone.

Anne Schmidt
Director Corporate Affairs & Communication Rotkäppchen-Mumm

The revised corporate design focusses on the culture of indul­gence. It’s possible to separate the word­mark and symbol from each other and use them on colour back­grounds. The team chose Tobias for head­lines and Aktiv Grotesk as the house font – modern type­faces that also work perfectly in digital media. Up­dated colours like grape, gold and anthracite comple­ment the new, warmer imagery.

Anne Schmidt, Director Corporate Affairs & Commu­nication at Rotkäppchen-Mumm, explains: »Finally, our corporate brand becomes tangible for every­one. Our colleagues especially like the fresh look. We’ve intro­duced some­thing truly extra­ordinary. We took the core idea, ›traditionally modern‹ and created a modern design without losing sight of our history«.

150 kms team RK Visual Freiformat

Wolfram Kornemann, Design Director KMS TEAM, adds: »Rotkäppchen-Mumm stands for moments that people enjoy – and this is exactly what the new corporate design gets across. Our design principle of an abstract wine bottle label is easy to imple­ment while offering maxi­mum flexibility across all brand touch points.«

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170 kms team RK Vector 4 3
Our design principle is easy to imple­ment while offering maxi­mum flexi­bility across all brand touch points.

Wolfram Kornemann
Design Director KMS TEAM

180 kms team RK Instagram neu 16 9

Rotkäppchen-Mumm is Germany's leading supplier of sparkling wine, wine and spirits. Since its founding in 1856, the company has stood for a constantly growing range of brands and innovations. The number one in the German sparkling wine, branded wine and spirits market combines a diverse selection from its own produc­tion with a range of over 200 inter­national premium products. In 2022, the company achieved a total turnover of 1.2 billion euros with its nine locations.

  • Brand & marketing strategy
  • Positioning / identity
  • Purpose & corporate vision
  • Corporate design
  • Digital / UX / UI design
  • Imagery / illustration / iconography
  • Touch point concepts
  • Brand narrative / brand language
  • Websites / apps
  • Brand & corporate communication
  • Brand communication & campaign
  • Editorial & magazine