Volkswagen Design statt Drop-out
Every year, the Volkswagen Group’s strict quality control sends a huge amount of valuable, unused components and materials into the container – or into expensive recycling. The internal start-up zweitwerk gives these items a second chance and transforms them into lifestyle products thanks to design. With us, it becomes a brand.
- Brand Strategy
- Brand Design
- Brand Experience
Initial Situation
Two bright minds at VW – Lilly and Robin – want to save valuable materials from expensive recycling or energy-wasting melting and found the in-house start-up zweitwerk. Their idea: “From nearly flawless components like solid axle bolts or timing belts in cars, or materials like natural rubber, we can create special design objects through creativity. This aligns perfectly with the new VW strategy and conserves resources.”
BUSINESS CHALLENGE
Supported as part of an internal competition within the Volkswagen Group, the Zweitwerk team prevailed over its competitors. Now Zweitwerk wants to inspire end customers with its sustainable products and quickly establish itself as a brand.
From vision to brand
As designers, we at JUNO are immediately enthusiastic about their vision and help the two of them with comprehensive branding for their business idea. This starts with storylining, sharpening the brand profile and presentations for the successful board pitch. In addition, we design everything zweitwerk needs for its later market entry: a comprehensive brand design system, the PoS design for the appearance in the Autostadt Store and the VW Forum Drive, the design of the online store as well as high-quality content for social media and classic brochures.
Next stage: Growing
With a stronger presence in the market, zweitwerk not only saves a lot of valuable material from the container, but also becomes increasingly well-known as a brand. With a growing community on various platforms, zweitwerk is a sought-after exhibitor at design fairs such as »Blickfang«.
Next steps on the way to becoming a special design brand: extending the product range, expanding the online store and optimising brand awareness. We accompany zweitwerk in all these endeavours.
Result
Zweitwerk reaches thousands of end customers through its own online shop, targeted appearances at design fairs, and physical presence at high-traffic locations such as DRIVE in Berlin and Autostadt in Wolfsburg, and is mentioned in numerous media outlets.
