Innovative Millennial Branding Increases U.S. Shredder Market Share

| Case Studies
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Seeking to boost U.S. shredder sales, particularly through the Office channel, Krug & Priester turned to the branding experts at Highlands. 

The Client 
Krug & Priester GmbH is one of the world’s largest manufacturers of shredders and cutting equipment.

The Challenge 
Seeing that the U.S. market share for their shredders was low, Krug & Priester was seeking a fresh brand for the Office channel that would stand out against the competition and complement their newly created healthcare series. 

The Highlands Difference 

Realizing the Office channel was already saturated with long-established brands, Highlands needed to communicate key shredder benefits in a new and interesting way. After extensive market research and analysis (including focus groups and competitive pricing analysis), Highlands revealed an under-served market with immense potential: Millennials.  


To reach this much larger and younger market, Highlands used key learnings to create a business strategy, a vision, mission and value proposition, and a softer, friendlier brand, including a new logo, a resonating messaging strategy, print/digital assets and website. 

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