Altech is a private label brand in the plumbing and heating category. It is owned by the French retail company Saint-Gobain and sold through the wholesale company Brødrene Dahl in Denmark and other related companies in the rest of Europe. It is a brand with many years of experience and a steadily growing assortment.
Saint-Gobain wanted a new brand identity for Altech - one with a more modern, contemporary feel and a greater focus on sustainability and flexibility. The assortment had grown, and there were several different categories and levels of quality that the existing design did not effectively communicate.
The new Altech logo is based on a story about the products. Pipes and fittings are incorporated into the logotype through cuts in the typography that split the letters into the shapes of the products. The typography also forms the visual foundation for the many icons that are created to support the product features and sustainability on the packaging.
The choice of colours fell on a dynamic approach that can meet all four product categories and, in different combinations, work to define the two levels of quality. The design concept can be produced sustainably by using only two colours and looks coherent no matter if the packaging is a fully printed cardboard box or only a label. Overall, the solution is a design that both signals through a reused cardboard-look and, in a more practical matter, is produced with the environment in mind.