Alfa Laval

One visual concept. Endless variations

Read about the “Mix and match” visual concept W developed in collaboration with Alfa Laval.

Our Challenge

The Alfa Laval Food & Water division came to us with a real challenge. They needed one visual concept that could work for all the different industries they serve – from Food, Dairy & Beverage to Biotech & Pharmaceuticals and Water & Waste treatment. A visual theme that could represent the key industries separately, but also be combined when representing the entire division. But, what does the dairy and wastewater industries have in common?



The Solution

This assignment required a lot of creative energy before we found a solution differentiating, visually strong and flexible enough for the individual industries, while being easy to adjust to the context or platform. The result titled ‘Your Choice. Our Mission.’ is designed as a modular mix-and-match solution, where isolated products from a top view are aligned neatly – flirting with process engineering, which is Alfa Laval home turf. Once set, the W team planned and carried out a huge photo shoot, creating a bank with images to choose from.


Final Result

A flexible visual concept, easy to mix and match and easy to recognize. In addition to the finalized concept and photos, W developed internal guidelines with do’s & don’ts and templates to make it easy for the different Alfa Laval teams to develop print or online executions. We also produced a range of productions, from posters to banners and trade show material.

We knew this one was a hard nut to crack, but W managed to develop a great and flexible solution, meeting our requirements. The new visual concept makes it easy for us to share one united, professional look from Alfa Laval, in any channel.
Kamilla Kjørup Boe
Marketing Communication Manager


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