For Wells, proximity and customer orientation are important pillars of the corporate philosophy. The pineapple, a traditional South American symbol for openness and hospitality, is therefore the central element of the new brand design. We developed the independent brand appearance for Germany and the United States all around this special pineapple story.
For years, the pineapple story has been heartily welcoming the customers of Wells. This is why we provided this small, charming story – in addition to its fixed place in the image brochure – with a new and particularly effective space on the reverse of all presentation booklets. So it is always there in glossy letters when dealing with concepts, strategies, data and facts.
»Good corporate design is the
successful result of a complex
process that, in the end, makes
everything simple, clear and
Derived from the new key visual, dark green is the determining colour of the Wells corporate design – complemented by a rich violet as the second primary colour. With the courage to use different types of graphics, we further developed the angular, square look of the brand image for diagrams and applied it to all digital and analogue media.