König & Meyer Brand revitalization

Background

Since 1949, König & Meyer (K&M) has been the leading producer of premium music stands in its homeland of Germany and the greater European region. In recent years, K&M has seen a steady increase in competition, from low-priced lookalikes to strongly branded mid-priced off­erings. To gain control of the market as well as build a greater global presence, it became clear that K&M needed to establish themselves as the premium music stand producer. The challenge: K&M’s superior craftsmanship and innovation was not accurately reflected in its brand communications.

Solution

After completing one-on-one interviews and a thorough competitive brand audit, a revised brand positioning was developed along with a visual and verbal brand language. “König & Meyer” was recommended as the primary signature in place of “K&M” to add distinctiveness and sophistication. The brand expression was inspired by the angular forms inherent to the brand: the “K” from K&M and the angled support of the stands. The result is a strong, distinctive brand that makes König & Meyer current while still retaining its valuable heritage of the past.

Agency: Catapult Thinking