Vorwerk stands for top quality, continuity, innovation and personal contact. However, their brand corporate identity used to appear rather industrial and distant. We have transformed Vorwerk from a technical, sterile company into a brand that takes place in the midst of customer life – with our Icon Concept being a vital storytelling part of its CI. In order to be a part of the customer‘s life, Vorwerk must be "ergonomic" in terms of content and form. Brand-defining attributes from the core of the company which shape the brand perception, were the template for our ergonomic concept, which provides an icon for each and every product and utilization.