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Evolution from a needle manufacturer to the hub of the textile world


  • Industrial


  • Positioning
  • Brand identity systems (CI/VI)
  • Motion design (A/V)
  • Spatial design (retail, trade, signage)
  • Packaging design
  • Brand implementation
  • Brand communications (internal and external)

Groz-Beckert is the world market leader in the production of industrial machine needles. These have been produced by the Swabian family-owned company with a global presence for over 150 years.
But Groz-Beckert has never stood still. To show who the company is today, we have sharpened the brand and developed the brand experience holistically – on the way to the future of the textile world.

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The Situation

Groz-Beckert has always been a guarantor of the highest quality and precision. In the age of globalization and digitalization, a further role is now being added: that of an ally. Groz-Beckert enters into an open dialogue with customers and partners. To build trust. To share and to grow knowledge. And face challenges together.

What Groz-Beckert is already living out together with many players in the textile world should continue to make its mark on the market – and carry the brand into the future: Groz-Beckert is a hub for dialogue and innovation.

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"We unite the textile world, so we can move forward together."

Our Process

Together with Saatchi & Saatchi Pro, Digitas Pixelpark, Performics and other experts from the Publicis Groupe, we have been entrusted as a “Power of One” team to shape the further development of the Groz-Beckert brand.

Our partnership is designed for the long term and is growing continuously. The success factors: always interdisciplinary and consistently collaborative with the team of Groz-Beckert.

Our solution

From the development of the strategy and the corporate design to new internal and external communication and worldwide trade fair appearances, right through to packaging, media, sales and future topics – with our comprehensive range of services for marketing and business, we help to continue the Groz-Beckert success story.

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In Barcelona at the leading global trade fair ITMA, Groz-Beckert appears with its revised brand for the first time: with a new stand architecture that takes account of the sharpening of the brand as well as the new corporate design and communication.

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Need more details?

Contact MetaDesign Berlin +49 30 59 00 54 0