Peter Schmidt Group creates corporate design for Imperial Brands
Peter Schmidt Group, currently the most successful brand and design agency in Germany, is responsible for the new face of the company formerly known as Imperial Tobacco Group PLC and now listed on the London Stock Exchange as IMB, or Imperial Brands PLC. When this dynamic international business specialising in tobacco and non-tobacco brands resolved to transition to a new parent company name, Peter Schmidt Group was engaged to create a corporate design embodying its values and ambitions for the 21st century.
The agency was responsible for strategic consultancy, design development and implementation across digital and analogue media. Together with its partner agency in the BBDO network, Proximity Worldwide, the Peter Schmidt Group also was in account for the strategic consultancy and the change communication for the new brand.
As the umbrella brand incorporating five distinct entities – Imperial Tobacco, Tabacalera, ITG Brands, Fontem Ventures and Logista – Imperial Brands is currently the largest account at Peter Schmidt Group, having commissioned the agency to re-think all of its tobacco brands and their packaging designs in 2014.
The move to re-brand reflects Imperial Brands’ commitment to creating a stronger business based on its range of brands and the talents of its people. Under the tagline ‘expect great moments’, the company re-invigorates its vow to meet the expectations of its key stakeholders: employees, shareholders, consumers and customers. These are the conceptual pillars behind the corporate design created by Peter Schmidt Group. The bold, sunburst logo visualising the coming together of all business divisions perfectly captures where Imperial Brands is now as a business.
The re-working of the umbrella business has no bearing on the company’s brands already established on the market, including West, Gauloises, Gitanes, Fortuna and Peter Stuyvesant. Subsidiaries such as Reemtsma are likewise not affected by this project. Stakeholders can look forward to continued focus on building a portfolio of quality brands that deliver quality growth.