KME Special Products & Solutions sharpens profile with new brand identity

Osnabrück.With the spin-off from the KME Group completed at the beginning of this year, KME Special Products & Solutions (KME SPS) has simultaneously initiated the process of finding its own brand identity. As of March 2023, the company will operate on the market under the name cunova, thus also establishing its own name and brand.

According to the company, the rebranding was preceded by an intensive consideration process. Various scenarios were run through and the colleagues involved in the rebranding process were given a forum to discuss the scope of the redesign in detail. In the end, it had emerged that with cunova a name had been found that "does justice to our claim to be an innovative driver in the industry and at the same time identifies and verifies us as an individual player in the market," as CEO Dr. Bernhard Hoffmann states. "Even though KME in Osnabrück will remain our most important supplier, we have completely separated ourselves from the KME Group. This should also be reflected in the name."

cunova is made up of the two word parts cu (copper) and nova (innovation), two essential components of KME SPS's brand positioning. Whether and to what extent the new brand will receive an endorsement that establishes a link to the former KME brand has not yet been finally decided, according to Daniel Hopkins, who as Head of Marketing and Communications is responsible for project management.

Until the final roll-out of the new brand, which is planned for March 1 of next year, there are still a lot of tasks on the agenda. "After the strategic part, where we created the framework for the new brand identity, the task now is to dress up this framework during the upcoming operational phase," says Hopkins. This includes not only setting up a new web presence and adapting all branded documents as well as work clothing and much more, but in particular fully informing internal and external stakeholders. A corresponding information brochure is currently in the works.

CFO Axel Gerle, who as a member of the management board is also heavily involved in the process, is looking forward to the opportunities that the renaming will create for the company: "We are currently building a future-proof brand that will lay the foundation for successful corporate development." A development from which further generations will also benefit. Interested business partners will have the opportunity to see for themselves and delve a little deeper into the company's new brand world at METEC 2023 in Düsseldorf at the latest.