Dometic

Dometic is a global company headquartered in Stockholm, Sweden, offering products and solutions for the areas of Food & Beverage, Climate, Power & Control and other applications for use in recreational vehicles, boats and trucks, as well as for outdoor activities. In 2015, the company completely repositioned itself by shifting its focus from being a product-oriented business-to-business supplier to a brand offering solutions for consumers. Taking a close look at their own brand portfolio, which before 2015 was comprised of a large number of national, regional and global brands, the common denominator of these product brands was identified as providing solutions for “Mobile Living”. At the same time, the company realised that by focusing more on this very commonality, it could push forward into a market niche and claim it for itself. “Mobile Living”, the niche that Dometic had identified, consequently became part of the company’s new brand claim of “Mobile Living Made Easy”, with the company’s visual appearance and its product range in alignment with this brand promise. The brand portfolio was consolidated and integrated into one global brand – Dometic, which is now divided into the areas of Food & Beverage, Climate, Power & Control, Safety & Security and Hygiene & Sanitation. The new, simple word and figurative mark with its two corners preceding the brand name Dometic signifies a roof for “Living” and an arrow for “Mobile”. The colour system combines black, white and different shades of grey with five vibrant colours assigned to product segments. A consistent packaging design concept ensures easy orientation. Logo and tagline feature on black-and-white landscape photos in the top half and in combination with product photos and product information below, as well as accents in the respective colour of the product segments. The rebranding was implemented across all communication channels and at all touchpoints where brand and customers meet and interact.