As the world market leader in the production of injection moulding machines, ENGEL made the decision to develop its own brand for production in China – Wintec. As a subsidiary brand of ENGEL, Wintec is independent, but needs to benefit from the world market leader status of the ENGEL brand in both brand identity and product design.
In the field of capital goods, and especially for production machines, design follows its own rules. Factors such as ergonomics for the operator, safety standards, but also cost optimisation were an essential part of the Wintec design process, in addition to visualising the brand strengths and conveying the high quality standards.
Regarding the production in Asia, there were additional restrictions due to specifications that had to be taken into account in the development of the design: Only limited production possibilities were available, particularly in relation to design-relevant lining parts. Moreover, a strong focus was placed on cost-optimised solutions.
With our product design process », plenty of experience and innovative ideas, our team at PESCHKE was up to the challenge. The final product design for Wintec is characterised by a strong, independent and dynamic design language. The design of the machines and the corporate design of the new brand represent the high quality standards and successfully establish the connection to the parent brand.
In order to communicate these aspects, another part of our project work consisted of conceptualising, designing and implementing the new brand identity as well as the entire brand communication in parallel to the product design. More about our marketing process here ».