Mühlenchemie sets new brand focus on MC.
Rebranding with ondesign.

Even our most successful B2B customers are often little known to the general public. But a world market leader like Mühlenchemie may hardly be called a hidden champion any more.

The experts in flour improvement and flour enrichment have been active for 100 years. The Stern-Wywiol Gruppe, to which the company belongs, has just celebrated this important anniversary.

The best time for Mühlenchemie and its lead agency ondesign to realign the brand for its future and its global markets - with a focus on MC.

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Project scope

Customer survey
Corporate design
Social media design
Exhibition design
Editorial design
Trade campaign

The century-old Mühlenchemie reinvents itself.

Through consistent evolution to a new design.

100 years - a special milestone that only few companies reach. For this special birthday, the company worked with ondesign to develop a new, fresh brand identity to align the brand for the future. Based on in-depth market analyses and customer surveys, the brand strategy and design were redeveloped.

The aim of the relaunch was to underline the company's past success and link it to its current and future role - as an expert and world market leader in flour treatment, as an innovation driver and interface for the global milling industry.

The logo was modernised and emphasises “MC” as a short form of Mühlenchemie with a self-confident, dynamic and international look.

The brand heritage remains visible through the combination of the corporate colours and the rhombus as wheat symbol and key visual. Customers and MC experts are equally important in the visual language and speak the same language.

Creating a globally consistent brand identity with a systematic approach.

“Thanks to Olav Jünke and the entire ondesign team for the top collaboration: focused, always on the ball and always super responsive. That's really important in addition to all the creative skills, but with such a mega project, the operational strengths should not be underestimated either.”

Dana Francksen, Head of Marketing Food Ingredients Division Stern-Wywiol Gruppe


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