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Gold for hansgrohe Brand Refresh

German Brand Award 2021
Schiltach/Frankfurt am Main, June 2021. The successful strategic realignment of the hansgrohe brand was awarded the Gold Label at the German Brand Awards. "Feel Alive" describes the essence of the premium brand's brand purpose and promises joy and liveliness in daily water experiences. With the brand refresh, hansgrohe succeeded in creating a coherent connection between the brand history rich in tradition and the new orientation with a focus on people-centered innovations, sustainable product solutions and emotional campaigns. For this achievement, hansgrohe received one of the highest awards from the top-class jury of experts in the discipline Brand Strategy and Creation. A total of 1134 entries from 17 countries were evaluated at this year's German Brand Award.

At the core of the premium brand are unique experiences with water and the drive to continuously improve them. The green tinkerer's heart is part of the brand and product DNA. The hansgrohe brand refresh emphasizes the focus on people and the environment in all product innovations. "With "feel alive - be alive", we are presenting and positioning the brand in an even more desirable, fresh and significantly rejuvenated way to be even more relevant to our target groups. All Hansgrohe Group employees around the world work on this every day with incredible passion and team spirit," says Marc André Palm, Head of Global Brand Marketing at hansgrohe, adding, "Receiving the Gold Award honors us and shows that we are hitting the zeitgeist with our brand strategy."

With an uncompromising focus on the user, on quality down to the smallest detail and the daily pursuit of the most beautiful moments with water, the premium brand continues to align itself with the future. The closeness to people at the core of the brand is also reflected in a wide variety of bathroom planning solutions and product enhancements. The strategic realignment has also been translated into graphics, images and text. In order to do justice to the claim of the solutions as a triad of people, space and product, hansgrohe depicts a wide variety of everyday realities in the bathroom in emotional campaigns and stories.

The award's expert jury justifies its verdict with the following arguments: "Innovations, customer needs and the market have changed and made a repositioning of the hansgrohe brand necessary: The new strategic orientation "feel alive - be alive" is a clear commitment to more enjoyment of life and individuality and thus more than just relaxation, well-being and safety. People are in the middle of life, in the middle of the moment. This strategic realignment was translated into also in the communication campaigns. The result is a top-class appearance that positions hansgrohe as a contemporary premium brand [...]." More information on the German Brand Award jury verdict and submission can be viewed here. The hansgrohe brand is delighted to receive this outstanding award for its successful brand refresh in concept and execution with MetaDesign.

The German Brand Award - The Award for Successful Brand Management

Initiated by Germany’s design and brand authority, judged by a top-class panel of experts from brand management and brand science: the German Brand Awards are the award for successful brand management in Germany. The awards discover, present and award unique brands and brand builders – and not only advances the winners, but also their respective industries. The jury is made up of independent, interdisciplinary experts from companies, science, consulting, services and agencies. The submissions are evaluated according to the criteria of independence and brand typology, brand distinctiveness, differentiation from the competition and target group relevance. Brand management should take into account aspects such as sustainability, degree of innovation, continuity and future viability. Factors such as the design quality of the brand presence, the homogeneity of the brand experience and the economic success also play a decisive role in the adjudication process.

German Design Council – The Initiator

Founded by the German Bundestag and sponsored by German industry, as an independent and internationally active institution, the German Design Council champions the competitiveness of companies. With its competitions, exhibitions, conferences, seminars and publications, it makes an important contribution to the transfer of knowledge relating to design. Since 1953, the German Design Council's contests have been honoring design, brand and innovation achievements of international renown. The sponsors of the German Design Council currently include over 340 domestic and foreign companies employing more than three million people.

German Brand Institute – The Organiser

The German Brand Institute Foundation was established jointly by the German Design Council and GMK Markenberatung. Its aim is to strengthen the importance of brand management as a decisive factor in the success that companies have in the national and international competitive environment and to communicate the brand to the public as an expression of a successful corporate culture. The German Brand Awards let the foundation present a unique award for outstanding brand management.

About hansgrohe

hansgrohe stands for innovative solutions for kitchens and bathrooms that combine intelligent functionality, outstanding design, and enduring quality. With its many award-winning products, the brand steeped in tradition, shapes the flow of water in the kitchen and the bathroom. Together with long-time design partners PHOENIX Design, Smart Living applications are also part of the brand’s portfolio, focusing on enriching people’s everyday lives and offering them more functionality and safety in their homes. Within the internationally active Hansgrohe Group, the premium brand hansgrohe manufactures, markets and distributes showers, shower systems, bathroom and kitchen faucets, and kitchen sinks.

hansgrohe. Meet the beauty of water.


Laura Gutekunst
Manager International Corporate Communications, Global PR hansgrohe