To meet the changing demands of global markets in the future, the RKW brand has repositioned itself as the world’s leading film expert to set the standards in terms of quality and performance. The new slogan “When excellence matters” expresses the new brand positioning and emphasizes the company’s aspiration to consistently provide its customers with excellent products and services.

International markets are changing rapidly and the RKW Group is actively facing these challenges. In 2015, RKW carried out internal and external analyses to ascertain how customers, employees and business partners perceive the RKW brand and which requirements will be of relevance in the future. Based on these results, RKW has repositioned itself since the beginning of the year and will focus even more on quality and excellence as added value for customers and business partners. This has been accompanied by the development of a new brand architecture for the whole group.

As the leading international manufacturer of high-quality plastic films and nonwovens, the RKW Group has often been distinguished for excellence in its 60-year history. According to Dr. Manfred Bracher, RKW board member and also responsible for Operational Excellence, “Our sustainable film solutions enable our customers to improve the daily life of consumers all over the world. Excellence is therefore our claim and is promoted and demanded within our company with numerous programs and initiatives.”

The new RKW slogan “When excellence matters” expresses this aspiration perfectly: “As a company, we want to set standards and deliver the best performance possible in all of our activities. Our new slogan underlines what our products and solutions, our employees and we as a company fundamentally stand for,” explains Harald Biederbick, the chairman of RKW.

The development of this new slogan has been accompanied by a complete revision of RKW’s corporate identity, which is currently being progressively implemented. “The new corporate design is the visual expression of this realignment. With its new slogan, RKW is positioning itself as an internationally-active company whose employees work every day to deliver the best solutions and the highest quality for our customers,” adds Matthias Kaufmann, a member of the RKW Board.

The new slogan and corporate design were created under the leadership of Alexandra Jaranilla, RKW’s director corporate marketing & communications and were developed by the Berlin-based brand specialists Regula Bathelt and Martin Bruss from Smack Communications.