Metzger Autoteile is a modern family business with more than 40 years of experience in selling car parts to dealers in over 55 countries. Our task was to completely rethink and realign the Metzger brand in terms of content and appearance.

Based on comprehensive analyses using desk research, external market research and competitor analyses, we identified the potential and opportunities for brand differentiation for Metzger. As part of various workshops with top management, we developed the final positioning including the brand steering wheel, core values, CVP and tonality as well as the new slogan and the new corporate design.

• Positioning: “With Metzger Autoteile you are always an idea better, a tick faster and a decisive step ahead in the market.”
• Slogan: „Da schau ich zuerst“.

The positioning formulates the claim to always be one step ahead and to be the first in everything Metzger does – and thus to secure competitive advantages for Metzger’s customers. The slogan gets to the heart of the positioning and acts as an invitation to the target group to always look first at Metzger when it comes to car parts for the independent workshop, because the target group will not only find common parts there, but also products and innovations that are not yet available elsewhere.

As part of the logo redesign, we have only slightly changed the lettering, removed the graphic car and rearranged the elements. This makes the brand logo clearer, more confident and more modern – without having been completely replaced. The addition “Autoteile” remains written in German worldwide. Research has shown that Metzger is known worldwide with this addition.

The new design is also much more modern and eye-catching. The primary color red remains the dominant color. In addition, there are shades of gray and plenty of white space and, depending on the application, the focus is on people, the target group or the product.